The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Events / In-Person
Annual ID
OS23_EX002G
About the Work
>BackMarket is the leading European marketplace for refurbished tech, currently valued at 5.7 $Bn, and ranked #18 Most Innovative Company in the World by FastCompany in 2022.
Refurbished has found a natural audience in consumers looking to buy tech cheaper, offering them a more qualitative and reliable option than peer-to-peer second-hand marketplaces like eBay.
But BackMarket’s fight is not against second-hand: it’s against the New, for more sustainable consumption behaviors.
And compared to buying new, buying refurbished is still perceived by most consumers as a trade-off, if not a downgrade.
To convince more people to adopt this new mode of consumption, to choose refurbished beyond the promise of a good deal, BackMarket must demonstrate that it’s not a trade-off, but a better & smarter choice. One everybody should be proud of.
Because a refurbished smartphone is not only cheaper than a new one: its carbon footprint is 92% lower.
To make buyers pay attention to yet another rational fact about sustainability, we decided to hijack their purchase journey and challenge their behavior precisely when they were considering buying a brand-new device.
In the very “temple of new tech”: Apple Stores©.
For Earth Day, BackMarket launched Hack Market, a campaign using Apple’s own technology – AirDrop© ; and brand new iPhones©, to advertise OUR messages for a greener alternative.
Whenever shoppers were grabbing a device, a bot AirDropped© video ads that played right in front of their eyes, leading them to choose the greener and cheaper alternative on BackMarket instead of Apple.
Different messages were displayed, such as “The seller won’t tell you that you can buy the same model - but reduce 92% of its carbon footprint. Luckily we just did. Go refurbished ; “Did you know this iPhone is available in black, white, blue, and greener? Go refurbished.”
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Marcel / Paris
Client / Brand
Back Market / Paris
Production Company
ADF L’atelier / Paris
Press Play on Tape / Paris
Art Director
Céleste Nessim
Hugo Wahledow
Vincent Boursaud
Chief Creative Officer
Gaëtan du Peloux
Youri Guerassimov
Creative Director
Clément Sechet
Editor
Julien Hannedouche
Motion Designer
Julien Taillez
Pierre-Yves Rambaud
Vincent Iweins
Producer
Sixtine Busetti
Valéry du Peloux
Social Media Manager
Calliste Garrabos
Account Director
Yani Oukid
Associate Director
Sebastien Jauffret
Project Manager
Flavie Parize
Co Founder & CCO
Vianney Vaute
Co-CEO
Charles Georges-Picot
Pascal Nessim
Editor, Director
Guillaume Talvas
Managing director
Benjamin Taïeb
Marcel Tech
Christophe Serret
Edouard Danesse
Lotfi Harrabi
Strategy Lead
Thomas Cléret
Traffic Manager
Laurène Ametowoglo
Mélanie Coupey
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