Australia generates around 22 kilograms of e-waste per capita every year—more than double the global average.
By 2030, Australia's national e-waste total is projected to balloon to 657,000 metric tonnes. It's now the world's fastest-growing source of solid waste. For a country of 28 million, the numbers are hard to ignore. The vast majority (88%) of the four million computers and three million televisions sold each year go straight to landfill.
Telstra's latest campaign, Second Life Sounds, aims to change the way Aussies think about recycling. Created by creative agencies +61 and Bear Meets Eagle On Fire, the telco built a synthesiser made from more than 80% repurposed e-waste components.
In a 30-second hero film, the ARIA Award-winning electronic duo The Avalanches (Robbie Chater and Tony Di Blasio) plays a self-composed song with pulsing beats that resemble the sounds made by old gadgets. Constructed with discarded mobile phones, modems, soundboards, and a vintage game controller, the musicians stand atop a garbage truck overflowing with e-waste.
Directed by Matt Devine, a behind-the-scenes look into the spot shows exactly how the synthesiser was built. In partnership with recycling company Eco E-Waste, the film's fast cuts show how design director Scott Stirling took apart and then soldered dozens of gadgets. The campaign's goal is to reuse, recycle, repair or donate one smart device for every two that is sold by 2030.
Telstra's eCycle programme has reused and recycled some 769,000 devices in 2025, in addition to removing 1.7 million plastic bags from Telstra-branded handsets and accessories. It's meaningful progress but remains modest against the backdrop of Australia's mounting e-waste problem.
“Rather than just tell consumers to recycle e-waste, we wanted to encourage them to imagine the possibilities a simple action like bringing an old device in can actually make," said Blake Crosbie, managing director, +61.
"A lot of households in Australia have a forgotten drawer of old devices that can actually live again in some way. Who better than The Avalanches to inspire people about what those devices could become?” added Alita McMenamin, head of brand, network and sponsorship, Telstra.
Campaign's take: A statement of intent with a creative push is always memorable, even as the brand's 2030 targets remain a work in progress.
CREDITS
Creative Agency: +61 with Bear Meets Eagle on Fire
Media Agency: OMD Australia
PR & Communications agency: Herd MSL
Client: Telstra
Chief Marketing Officer: Brent Smart
Head of Brand and Communications: Alita McMenamin
Brand and Sponsorship Lead: Nicola Reeves
Marketing Specialist: Rosalind Lewis
Internal & External Communications: Telstra Comms team
Production Company: Revolver
Performance film Director: Matt Devin
Project & Design film Director: Scott Stirling
Synth Build & Design: Scott Stirling & Hugh Burridge, The Avalanches
Performance film DOP: Stefan Duscio
Design film DOP: Tommy Thoms
MD/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Lily Warland
Snr Producer (Post): Alex Kember
Performance film Production designer: Sam Lukins
Design film 1st AC: Jesse Phillips
Design film Build Support: Michael Bennett
Design film CAD Drafter: Jonathan Tran
Design film Graphic Design Assistant: Madeleine-Eve Pattison
Design film Production Design: Scott Stirling + Sam Lukins
Design film Props Assistant: Bridget Shapter
Performance film Editor: Luke Crethar
Performance film Colourist: Ben Eagleton
Design film Editor, Colourist, VFX Compositor: Scott Stirling
3D Artist: Leslie Sharpe
Retoucher: Colour Cartel/Elise Healy
Additional Editor: Kent Hau
Additional Motion Designer: Emily Cheung
Sound: Sonar Music
Synth Compositions: The Avalanches (Robbie Chater, Tony Di Blasio)
Executive Producers: Sophie Haydon, Haylee Poppi
Sound Engineer: Josh Dives
Source: Campaign Asia-Pacific
