Back Market
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Meet the R Phone
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Back Market ✦ Meet the R Phone ✦
The Problem
On September 12, 2023, Apple planned to unveil 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
Leading up to the keynote, we launched a global, Apple-inspired billboard campaign teasing the mysterious R phone, designed to spark speculation about a new product.
We pushed the mystery further by planting “leaked” design docs in a Cupertino coffee shop and sending influencers lockboxes set to open during Apple’s keynote.
On the day of the Apple keynote, we revealed that Back Market was the one 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.
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