KesselsKramer ad for Fairphone tells consumers “caring is radical”

In the wake of another Apple product launch tidal wave, Fairphone has announced its latest hardware with a new campaign by Amsterdam neighbour KesselsKramer that draws purposeful parallels with its competitors. Having rebranded the ethical smartphone company back in 2016, the agency has continued its wholesome tack while taking aim at the smartphone industry and its hungry consumers in a subtle way.

Using what Erik Kessels’ agency puts forward as “a more personal, human voice than is normal in smartphone communication,” the campaign features statements that intentionally avoid tech-speak and asks consumers to think about the unpleasant provenance of their phone, and will feel familiar with a twist. For example: “Now available in three colours – fair, honest and transparent”; “Welcome to a fairer world disguised as a shiny new phone”; and “All phones have brains, this one also has a heart”.

The film also makes sure to highlight that the product keeps up with the specs of its competitors, in terms of its battery life, camera quality and more, but manages to simultaneously “care for people and planet”. KesselsKramer describes it as “hands-on, homemade and human” and bringing “optimism to a rather heavy topic”. It culminates in a statement that calls out the smartphone industry and consumerism as a whole: “Because in a world that doesn’t seem to care, caring is the most radical thing you can do.” The film was directed by Folkert Verdoorn with production by Cake.

Fairphone is a social enterprise that offers an alternative to the constant influx of new and improved devices with a focus on ethical production and minimal environmental impact. It has a modular design that is easy to repair as well as an integrated protective cover, so it’s more sustainable, it uses recycled plastics and fairtrade materials such as gold, and strives for fair conditions for the workers on its production lines.