Back Market
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Meet R Phone
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Back Market ✦ Meet R Phone ✦
The Problem
On September 12, 2023, Apple unveiled the iPhone 15, calling it their most “innovative” phone yet. But they left out a key detail: producing these phones fuels the fastest growing form of waste in the world—e-waste. Not exactly groundbreaking.
The Solve
We used Big Tech’s own tactics, teasing the release with OOH ads, influencers, and staged leaks. On the day of Apple’s keynote, we revealed that Back Market was behind it all, showing the world that a truly innovative phone isn’t new—it’s refurbished.
What I Did
Creative concept, art direction, activation production
The Reveal
We built hype with Apple-esque billboards, leaked design documents, and cryptic boxes sent to tech influencers.Then, on the day of the Apple keynote, we revealed that Back Market were the ones behind all these cryptic hype tactics, and showed the world that a less costly, more sustainable phone can never be new. It can only be refurbished.
A Universal Mark for Refurbished
The “R” wasn’t just a campaign—it launched a universal mark for all “professionally refurbished” devices. Any device that meets Back Market’s high standards can now feature this seal, helping consumers worldwide easily identify certified refurbished tech.
Big Tech Bullies
ECDs: Graham Douglas, Spencer Lavallee
Sr. CW: Nick Garfield
Sr. AD: Shelby Bass
Design: Angelique Francis
