D&AD New Blood Awards

For D&AD New Blood, we imagined a world where data became the currency of joy, with Giffgaff.

Each year, the UK wastes thousands of GBs of mobile data.  

We asked: what if that waste could unlock summer joy and bridge the digital divide?

Our guerrilla campaign let people donate unused data to access surreal pop-ups, from ice cream stalls to a surprise theme park.

Every GB brought connection, community, and delight.

And suddenly, people were asking:  
“Is this real, or am I on Giffgaff or something?”