#RicondizioNation Campaign
Swappie

Refurbishing is already part of our everyday lives. The music we listen to often remixes past sounds, the movies we watch are inspired by novels or comics, and even our homes and clothes frequently have a second life.

Yet when it comes to technology, choosing refurbished is still perceived as a second-best option. The #RicondizioNation campaign was created to challenge this mindset, reframing refurbished smartphones as a conscious, contemporary choice already embedded in culture - from fashion to sports to music.

As part of the campaign execution, I wrote an interview with The Kolors, exploring how their creative process is built on “refurbishing” influences and transforming them into something new. A cultural parallel designed to make refurbished tech feel familiar, relevant, and aspirational.