In celebration of Earth Day, Back Market, the leader in refurbished electronics, has teamed up with the creative agency Marcel to launch a powerful global campaign aimed at raising awareness about the environmental consequences of fast tech. The campaign reimagines Apple's famous “Shot on iPhone” ads, turning the iconic slogan into a stark critique of the harmful cycle of electronic overconsumption. The goal: to expose the hidden environmental footprint of our tech addiction and push for change.
We’ve all heard of fast fashion, but now there’s a new problem: fast tech. Coined by Back Market, this term describes the culture of always buying new in the tech industry: purchasing, replacing, discarding, and repeating. It's a toxic model for the planet that is still under-recognized. Yet, the digital industry already accounts for 4% of global greenhouse gas emissions, a number that could rise to 14% by 2040.
The “End Fast Tech” campaign highlights the role of electronics manufacturing, which is responsible for up to 78% of the environmental impact of digital technology in France, according to the figures presented. And with smartphones being replaced every two to three years on average, the environmental impact worsens rapidly.
What stands out in this campaign is its bold, symbolic choice: repurposing the tech industry’s iconic “Shot on iPhone” ad. Rather than showcasing the photo quality of a device, the new visuals present a shocking contrast—before-and-after images that illustrate the environmental devastation between two generations of smartphones. Scenes of disappearing glaciers, burned forests, and catastrophic floods serve as a stark reminder of the ecological damage tied to our tech consumption. This counterpoint is both chilling and highly effective in delivering its message.
Created by Marcel, an agency known for its impactful and socially conscious campaigns, this initiative resonates with the current environmental crisis while drawing from collective advertising culture. The campaign will be visible in major cities like New York, London, Paris (Place des Vosges), Madrid, and Hamburg, featuring a manifesto film, posters, digital activations, and a significant social media presence.
The idea is clear: disrupt the visual comfort of tech advertising to remind consumers of the true cost of their consumption. The campaign also calls for action. Back Market isn't just pointing out the problem; it’s offering solutions. Repairing, reusing, reselling, and purchasing refurbished products are tangible ways to extend the lifespan of our devices and reduce our dependency on the latest models.
To complement the campaign, an online content platform will provide educational resources, tips, and advice for consuming technology in a more sustainable way.
Through this bold stance, Back Market fully embraces its role as a conscience agitator in an industry that often prioritizes innovation over questioning its consumption model. As Quentin Vandegucht, Back Market's Marketing Director in France, aptly puts it, “Advertising is rarely focused on sustainable consumption, yet it has immense power.”
This campaign proves just that. By critically repurposing tech marketing codes, Back Market establishes itself as a committed player in the fight for change, transforming a marketplace into a brand with a mission for a sustainable future.
Fast tech doesn’t have to be inevitable. But for it to stop being the norm, we need campaigns like this: intelligent, visually striking, and offering concrete solutions. The ball is now in our court.
