Orange dials up the cute

In France, it is estimated that more than 100 million old mobile phones are lolling around forgotten in drawers. Made from plastic, glass and precious non-renewable natural resources, these should be returned to manufacturers for recycling. 

Conceived by Publicis Conseil and produced by ICONOCLAST, The Toy, is part of a campaign to encourage everyone to give a second life to their old phone by bringing it back to store.

The film follows the story of a totes adorbs little girl and her beloved toy, the original Fisher Price rolling phone. As the child grows, she abandons the phone which ends up in the attic. It’s not until she becomes a mother herself that she rediscovers it, and gives it to her daughter who reinstates it as a prized plaything.

Publicis Conseil Co-President Marco Venturelli commented: "To deal with a subject like the second life of mobile phones, it seemed essential to me to show a story of transmission: it's time to see the world through the eyes of those who will live it."