Back Market

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Let Them Buy New

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Back Market ✦ Let Them Buy New ✦

The Problem

When Big Tech rolls out their latest gadget, it’s always the same story: trendy cast, epic slow-motion shots of the device, and, of course, dancing. So much dancing. But behind the glossy ads? Mountains of e-waste, sky-high prices, and minimal innovation.

The Solve

Back Market is the real innovator, refurbishing devices to save money and the planet. We helped them crack a bold new brand platform and launched their first-ever global campaign with SNL director Mike Diva, calling out Big Tech’s smoke and mirrors to change how people think about “new” tech.

What I Did

Brand strategy, brand platform, creative concept, art direction, production

Back Market Out of home billboard Shelby Bass Art Director Direction

Back Marketers

ECDs: Graham Douglas, Spencer Lavallee
Sr. CW: Nick Garfield
Sr. AD: Shelby Bass
Design: Angelique Francis

Fun Fact

Immediately after the shoot wrapped, the entire creative team jumped into the ocean with Mike Diva in just our underwear.