AKQA gives the gift of repair with Fixmas

An environmentally conscious AI-powered DIY assistant encouraging people to embrace the spirit and give more sustainably this holiday season.

Design and innovation company AKQA, has launched its annual Holiday Card to celebrate renewal this festive season and presents Fixmas.gift – an environmentally conscious AI-powered DIY assistant called Fixie for a one-stop solution for all things repair. A live action hero film is also released today to inspire people to give the gift of repair.

Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. All powered by AKQA’s festive assistant Fixie, an easy-to-use AI repair-bot powered by iFixit and OpenAI.

Fixie can:

• Help you troubleshoot common issues.
• Outline DIY instructions with step-by-step bullet points for easy fixes.
• Suggest planet-friendly options like recycling, selling, or donating.
• Inspire people to engage in the Right to Repair movement.

To launch Fixmas to the world this holiday season, AKQA produced a live-action hero film. The heart-warming narrative revolves around the act of gifting cherished items, that were accidentally broken throughout the year, back to their owners on Christmas Day. 

Ajaz Ahmed, Founder and CEO AKQA said “Fixmas embodies the spirit of the holidays with the gift of renewal. Our AI-powered companion Fixie encourages mending, repairing, and extending the lifespan of cherished belongings to reduce wastage and conserve precious resources. It’s the gift that keeps on giving.”

Every holiday season is a time of vast consumer spending that leads to increased financial strain for individuals. Amidst the unprecedented rise in the cost of living, families around the world can expect to spend up to 24% more on Christmas compared to 2022 according to WorldRemit’s 2023 study, with one in four UK adults likely to turn to buy-now-pay later schemes to afford Christmas. This is further to one in three Australian adults forecast to go into debt, and 25% of Americans still paying off holiday debt from last year. 

This pattern of excessive spending and consumption, predominantly focused on new purchases, overlooks the potential of existing items, contributing to a disposable culture and environmental waste.

The film was created in partnership with multi-award winning new director Theo James Krekis and award-winning production company Knucklehead.

Source: AKQA

  Agency, AI, AKQA, Christmas, Fixmas