ecoATM story ad: old phone and earbuds in a makeup drawer, headline This is cash, Empty your drawer, fill your wallet — A forgotten phone in a makeup drawer is reframed as cash waiting to be collected.

Key takeaways

Format: Story lifestyle photo with This is reframe and parallel-line copy
Best for: Reaching people with forgotten phones at home
Hook: That old phone in your drawer is cash
Reuse it: Show your product where it is forgotten and reframe it as value

Available sizes

Meta Stories/Reels (9:16)338 × 600 · JPG

What is a lifestyle ad?

A lifestyle ad shows the product being used in a real setting by the kind of person who buys it. Instead of listing features, it sells the feeling or outcome of owning the product, which makes it a strong fit for fashion, home, travel and wellness brands.

See all lifestyle ads →

Why this lifestyle ad works

01
Instant recognition
Most people have an old phone in a drawer, so the image triggers an immediate this is me moment.
02
Reframe through the headline
This is cash turns a forgotten object into money, changing how the viewer sees what they already own.
03
Parallel copy rhythm
Empty your drawer, fill your wallet uses matching structure, making it catchy and easy to remember.
04
Warm, personal scene
The beauty items and soft lighting feel personal and inviting rather than technical.

Full creative breakdown

Who this ad targets

This ad targets US adults, with a lean toward women aged roughly 20 to 45, as signalled by the makeup drawer setting. It speaks to people who upgrade phones regularly and keep the old ones at home out of habit or uncertainty. It also fits people in a decluttering or spring-cleaning mindset and anyone looking for easy extra money. It works well in awareness and consideration campaigns, especially around seasonal cleaning moments, holidays and new phone launches.

Copywriting analysis

The copy uses two devices. This is cash is a direct reframe: the drawer image shows a forgotten phone, and the words tell you it is actually money. Then Empty your drawer. Fill your wallet. uses parallel structure, two verbs and two containers, which gives it a slogan-like rhythm and a clear cause and effect. The italic emphasis on Empty and Fill highlights the actions. The copy never says phone, trusting the image to carry that, which keeps it short. Worth it closes on value. It is one of the tightest copy pieces in the series.

Visual design

The top-down drawer photo fills the upper half with warm wood, soft pinks and creams, and the black phone stands out as the darkest object in the frame, drawing the eye. Rounded photo corners and the dark green surround match the campaign system. Below, the large headline uses the series mix of light sans and mint italic serif, and the kiosk cut-out at the bottom right completes the path from drawer to cash. Logo and tagline sit inside the bottom safe area.

How to adapt this template for your brand

Photograph your product in the drawer, cupboard or place where it typically gets forgotten.
Write a This is ___ headline that reframes the object as value.
Add a two-part parallel line connecting the action to the reward.
Italicise the action verbs for emphasis.
Add a small product or location cut-out to show where the value is unlocked.

Tips for recycling ads on Meta

Built for Instagram and Facebook Stories and Reels at 9:16. Keep the key line and logo inside the safe zone, roughly 250px clear at the top and bottom, so profile icons and the reply bar never cover them. Pair it with a Get Directions or Learn More sticker-style CTA and use store-visit or location-based objectives with a radius around retail partners. Test a version with motion on the arrow; small animation lifts tap-through in Stories without changing the layout.

About this creative

This vertical story ad belongs to ecoATM's This is series. The top half is a rounded, warmly lit top-down photo of an open wooden drawer filled with everyday beauty items: lipstick and lip gloss tubes, a compact, a makeup brush, a hair scrunchie and a tangle of white wired earbuds. In the middle lies an old black smartphone with a dark, unused screen. The scene feels intimate and relatable, the kind of drawer most people have. Below the photo, against the dark green background, the headline reads This is in light green and cash in a mint italic serif. Two short parallel lines follow: Empty your drawer. Fill your wallet., with Empty and Fill in italic for emphasis. At the bottom right sits a cut-out of a teal and white ecoATM kiosk, and the logo and Worth it tagline appear bottom left. The ad reframes clutter as hidden money.

Meta ad · 338 × 600 · Recycling

Lifestyle Story Ad Template: Empty Your Drawer, Fill Your Wallet

This ecoATM story ad finds an old phone where many people leave theirs: tucked in a drawer among makeup, earbuds and brushes. The headline This is cash reframes it, and the line empty your drawer, fill your wallet makes the payoff clear. Use it for lifestyle ads built on forgotten value.

Added 10 Oct 2026