Situation: Every year, tech companies put out their new smartphones with camera specs that always make them “slightly” better than the ones from the year before. 

But is the upgrade really worth it? 

Brief: promote refurbished tech as a better and most responsible option. 

Objectives: Generate awareness for Back Market and change people’s behavior towards refurbished tech. 

Idea: Let’s be honest. Look at your camera roll. For most of the pictures we take every day, last year’s phone would be perfectly fine.

Back Market offers exactly that: an array of like-new expertly refurbished smartphones that, despite not being the very latest model, will get the job done - with less impact on the environment and on your wallet. 

The idea truly resonated with a generation obsessed with technology and with sharing every moment of their lives – being an elevator selfie, or the latte art on their coffee – but are also ever-more concerned about their environmental footprint. 

The campaign was picked up by media outlets across the globe and the several assets were organically shared on social media. This generated awareness for Back Market and for the entire category, and helped change the general perception and behavior towards renewed tech.