INNOCEAN Berlin

Client: Back Market
Product: Brand Campaign
Title: Camera Roll
Media: Magazine, OOH
Country: Germany
Date Of Campaign: 30.03.2023

Background: Situation: Every year, tech companies put out their new smartphones with camera specs that always make them “slightly” better than the ones from the year before. But is the upgrade really worth it? Brief: promote refurbished tech as a better and most responsible option. Objectives: Generate awareness for Back Market and change people’s behavior towards refurbished tech.

Idea: Idea: Let’s be honest. Look at your camera roll. For most of the pictures we take every day, last year’s phone would be perfectly fine.

Results: The idea truly resonated with a generation obsessed with technology and with sharing every moment of their lives – being an elevator selfie, or the latte art on their coffee – but are also ever-more concerned about their environmental footprint. The campaign was picked up by media outlets across the globe and the several assets were organically shared on social media. This generated awareness for Back Market and for the entire category, and helped change the general perception and behavior towards renewed tech.