FORTNITE OF TRASH

Creative & 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.

With 66% of Gen Z discarding rather than recycling their technology, we needed an innovative way to engage younger audiences. Enter Trash Tycoon (initially conceptualised as the Fortnite of Trash). Made in Fortnite, and built entirely around the issue of e-waste, players compete to recycle virtual rubbish to earn in-game and real-world rewards valued at 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.