Circular IT Group leads the transition to circular IT, extending the life of hardware long past its first owner. Together with Pro Persona, a mental healthcare provider, and Microsoft, they built a partnership that proves the point. Now it needed to be told. The catch: three organisations, three sets of interests, three messages. And a promise that stays abstract until you can see it. Circular IT sounds good on a slide, but what does it actually look like when a device gets a second life, and who benefits from it?
We sat down with Pro Persona and Circular IT Group and asked the questions that matter: what's in it for each party, what does the collaboration deliver, where does the social value land? Then we shaped those perspectives into one running story, with room for every voice and a single message holding it together.
Short form was a deliberate choice. A subject this layered invites a long explainer, but attention is the scarcest thing in the funnel. So we went the other way: keep it short, keep it sharp, and make every second carry weight. The real test was building a story tight enough to work in one go, yet sturdy enough to come apart again. One main video, plus three shorts, each taking on a single theme: social impact, hardware choice and their DaaS service.
The case-study video anchors the story, supported by a set of social media assets built for the campaign, and an interview piece for the landing page and whitepaper. One story, cut for every place it needs to land, from the website to the ad that tells organisations like Pro Persona what circular IT can do for them.