Our TVC for HomePro Trade In campaign. The campaign flipped TikTok’s viral “unboxing” trend on its head to drive nationwide appliance trade-ins and sustainable consumer behavior.

• Challenge: Overcome consumer reluctance to part with old, nostalgic household appliances and establish HomePro’s “Trade In for a New World” initiative as a leading eco-friendly retail program.
• Action: Directed a 360° strategy anchored by a nationwide TV commercial highlighting family hoarding habits. Amplified the message on TikTok by empowering the family’s Gen Z talent to invite users to review their oldest, most stubborn home relics instead of new products to win trade-in vouchers, backed by clear messaging on responsible recycling.
• Result: Turned a commercial promotion into a viral social trend, driving store traffic and recycling participation while bridging traditional TV broadcast reach with Gen Z digital engagement.