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2023 One Show - Experiential & Immersive

Hack Market

Agency Marcel / Paris + ADF L’ATELIER / Paris + PRESS PLAY ON TAPE / Paris

Client Back Market


Customer Experience / CX / In-Person

Annual ID


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: 3




Marcel / Paris

Client / Brand

Back Market / Paris

Production Company

ADF L’atelier / Paris
Press Play on Tape / Paris

Chief Creative Officer

Gaëtan du Peloux
Youri Guerassimov

Creative Director

Clément Sechet

Social Media Manager

Calliste Garrabos

Account Director

Yani Oukid

Associate Director

Sebastien Jauffret

Project Manager

Flavie Parize

Co Founder & CCO

Vianney Vaute


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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