People pledged to win refurbished goods

A pop-up shop which sold nothing? Yes, sure. We're in.

To highlight giffgaff’s focus on offering a refurbished choice alongside its range of new handsets, the Bearded Kitten agency created a pop up shop which offered sustainable gifts in exchange for pledges from visitors to act more sustainably. 

Partnering with Zero Waste Goods, we curated 100 items comprising 50 refurbished phones and 50 other products, such as shoes made from pineapple leaves, jewellery made with recycled materials, vintage tech items and bikes.

And, of course, the shop was fitted out using sustainable materials and techniques.

The stats:
100
SUSTAINABLE ITEMS
200
PLEDGES
3
WEEK TURNAROUND

The Brief

GiffGaff wanted to spotlight refurbished devices as a real alternative to new handsets. The brief centred on sustainability, transparency and creating a consumer experience that felt genuinely positive, not preachy.

Creative Concept

A “Pay With a Pledge” store flipped the retail script. No price tags. No tills. Just commitments to live with less waste. Every item - from phones to pineapple-leaf shoes -reinforced the refurbished mindset.

The Delivery

We fitted out the entire shop using only recycled, reused or reusable materials, no plastic, no vinyl. Brand ambassadors welcomed guests, supported pledge-making and hosted the photo-op moments, while the basement transformed into a fully sustainable panel-talk space.

The Impact

The activation drove meaningful pledges, earned strong social engagement, and strengthened GiffGaff’s refurbished messaging in a way that felt warm, clever and unmistakably on-brand.

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