fairphone
the ONLY smartphone with a heart
CONSUMER ELECTRONICS
How can Fairphone tell a difficult story about fair production while introducing its new phone to a broader, “lighter green” audience who may never have heard of the brand?
PROBLEM
While the smartphone market is dominated by global giants locked in a relentless specs race, Fairphone brings an important story to the category: not just what a phone can do, but how it is made.
SOLUTION
Position fairness as a spec. By treating ethical production as a core product feature, we turned a heavy story about the electronics industry into a more optimistic narrative about caring for people and planet, without avoiding the uncomfortable truths.
CREATIVE
Rather than using typical NGO language, the campaign stayed firmly within the smartphone category, but adopted a more human voice, addressing both consumers and the industry itself.
The visual style brings the product front and centre: a transparent Fairphone 3 appears across all campaign imagery; a nod to one of the brand’s core values.
CREDITS
Client: Fairphone
Agency: Kesselskramer
Creative direction: Max Siedentopf
Copy: Dave Bell
Strategy: Ronald de Vreede
