Do One Last Great
Thing With It

A clean and simple vision for a cleaner, simpler future.

To help build awareness for the Apple Trade-In program, we created a heartfelt campaign for international broadcast, online and in-store.


The relationship you have with your Apple devices is a unique one. Over time, you build a connection that can last years, span countries and capture once in a lifetime experiences. But when it’s time to move on, rather than recycle their devices nearly half of all people send them to a drawer, never to be heard from again. 

Working closely with the creative team at Media Arts Lab and Apple, Brand New School crafted an emotional and visually compelling narrative comprised of well-worn iPhones and carefully curated stories from real Apple users that elegantly illustrate the importance of Apple’s Trade-In Program. Because the last thing you do with your iPhone, should be great for the Earth.

Executive Creative Director
Jonathan Notaro

Eben Bull, Ron Brodie, Brad Turner

Executive Producer
Garrett Braren

Chris Dooley

Jeff Bryson, Jared Eng

Stephen McGehee

Flame Artists
Mark French, Greg Cutler, Ralph Scaglione, Charles Quinn

Managing Partner
Devin Brook

Andre Araujo