Insight
Christmas needs fixing.
Every holiday season, we are persuaded to buy more and new – at a significant cost to our wallets and the planet. By way of a festive antidote, AKQA is celebrating rejuvenation and renewal with Fixmas, a digital platform and AI assistant called Fixie, a one-stop solution for all things repair.
Idea
The best old, new gift of all.
Fixmas empowers everyone to prolong the lives of their pre-loved and worn-out belongings through the aid of Fixie, an intuitive AI assistant with a foundation in iFixit.com’s extensive open source repair database.
Fixie provides a friendly and interactive chat interface through which it can guide people in all manner of repair processes. Whether presenting step-by-step instructions, providing helpful tips for maintenance or pin-pointing planet-friendly disposal options, Fixie gives the best gift of all: allowing cherished items to be loved again. Beyond technical support, Fixie also serves as a motivational companion, emphasising the sentimental and environmental value of repair.
To repair something for someone demands time, dedication and patience – the complete opposite of our fast-paced conveniences. But repair is also an act of care for yourself and the planet, by helping to reduce overspending and waste. We hope that Fixmas inspires many to treat their loved ones, themselves and the planet, by giving the gift of repair this year.
Adam Grant, Innovation Director, AKQA
A Fixmas Tale
Fixmas is brought to life through a heartwarming festive film, revolving around gifting cherished items that were accidentally broken back to their owners on Christmas Day.
We see technology-savvy Stefany accidentally crashing her dad’s new drone, avid cyclist Casey who discovers her partner has broken her beloved bike, and fishing widow Mary who is secretly delighted that her husband’s unsightly prize fishing trophy has shattered. All to be regifted as good as new on Christmas Day repaired with the gift of Fixie.
The authentic cinematography and naturalistic lighting place the audience in the world of the characters, allowing the characters to perform within the frame instead of enforcing a mood from the camera. Slow zooms create a sense of foreboding before the mishaps occur, amplifying the feelings of each character.
Impact
Have yourself a merry Fixmas.
Fixmas is not just for Christmas. Sparking a sustainability-centric conversation during the festive season, it’s a movement for more mindful gifting. By promoting repair over replacement, Fixmas reconnects us with what is most impactful during the holidays: care, reflection and thoughtful giving.
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Companies
AKQA
- Design