FORTNITE OF TRASH

Concept & Art direction

Currys’ ‘Cash for Trash’ scheme offers at least £5 for any old electronics, tackling the 60,000 tonnes of e-waste binned every fortnight in the UK.

To engage younger audiences, 66% of whom admit to discarding rather than recycling tech, we launched Trash Tycoon(initially called Fortnite of Trash): a game built entirely from e-waste. Players compete to recycle virtual rubbish for real and in-game rewards worth over £1,000.

Developed with Click Media, the campaign launched in March 2024 and averaged nearly 3,000 plays per day, with players spending around 39 minutes in-game.