Billboard gives away broken devices to promote retailer's recycling program

'Cash for Trash' program from U.K. retailer Curry's and AMV BBDO invites passersby to pick off goods and trade them for money

Published On
Aug 08, 2022
Image of Currys Cash for Trash billboard ad that has actual old tech items attached to it that viewers can interact with.

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A new outdoor campaign for Curry's, the U.K. retailer, features real pieces of old and broken tech devices that passers-by can actually lift off and take away. 

The billboards, created by AMV BBDO, were designed to promote the retailer’s "Cash for Trash" initiative, which allows people to trade in old, broken or unused tech for money (a minimum of five pounds).

The idea is that Curry's will film as people start to pick up items (which could include, for example, a broken toaster or an old cellphone), and discover how much they could get for it. With permission, the footage will be shared on social media platforms including Facebook, Instagram, TikTok and Twitter. 

Curry's brought back the "Cash for Trash" recycling program recently in response to inflation and new concerns about the cost of living. According to Rebecca Dorfman, managing partner at media agency Spark Foundry, it's the first time a bilboard has been used to recycle old tech in this way.

“We’ve brought back 'Cash for Trash,' as we know that despite rising inflation, people still have items hoarded at home they could exchange for monetary incentives," said Corin Mills, head of brand, comms and planning at Currys. "This special build allows us to shout about our range of initiatives in an innovative way and give passers-by an opportunity to take items into store for a voucher."

Close up of Currys Cash for Trash billboard ad



Aug 08, 2022
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