Negligent waste and rabid consumerism are always in. What about refurbished? Can refurbished goods ever become cool enough to scale and compete with the shiny and new? Before you answer that, consider that Americans throw away 151 million cellphones every year, and that’s just a fraction of our annual electronic waste.
To slow this pace of new device production and consumption, Back Market—a tech company that exclusively sells premium refurbished products—built a business model around transparency and trust, focused on elevating the status of refurbished tech and providing prices that are accessible and available to all.
Now, as Black Friday and holiday shopping sprees swiftly approach, this European company makes its American debut with a mission that’s as noble as it is no-nonsense.
Animation is having its moment in the sun, right now. Deservedly so. It can be a captivating way to tell a story (that does not require a live shoot). Hat tip to 1stAveMachine and director Maxine Bruneel.
Fallon Clears the High Bar Again
“Back Market isn’t afraid to say what they mean in a way that makes you pay attention,” said Leslie Shaffer, an Executive Creative Director at Fallon New York. “This idea that we need the newest phone even though all that’s different is three cameras instead of two and a slightly larger screen. The work is subversive and smart and weird, which the tech category desperately needs.”
The work also benefits from some striking art direction and sharp copy. I love this line: “Big tech calls it a launch because there’s a missile aimed at your pocket.” It’s hard to compete on price and hard to make price appealing in an ad. Here, Fallon makes it look easy.
The brand’s new “Tech to the People” campaign launched with an out-of-home creative takeover in five major markets: New York, Chicago, Atlanta, Detroit, and San Antonio, featuring provocative lines like “Smartphones shouldn’t be stupid expensive” strategically placed in close proximity to Apple and Samsung stores.
Fallon New York and Back Market are on a mission to put the power back in Americans’ hands with high-quality, refurbished products that people can actually afford.
“Bringing people a whole new way to buy tech in America is no small thing. We needed an agency with big ideas and brave creative,” said Vianney Vaute, Co-Founder and Chief Creative Officer at Back Market.
If this first campaign is a good indication (and it is), they found one.