Back Market – Fast Tech

Context

The environmental cost of tech overconsumption remained largely invisible. While “fast fashion” and “fast food” had cultural traction, “fast tech” wasn’t yet part of the zeitgeist. Back Market needed to introduce the term, make it culturally relevant, and position itself as a global leader in circularity.

The approach

We didn’t just raise awareness. We called out one of the problem’s biggest culprits.

• Reimagined Apple’s iconic “Think Different” campaign to expose the irony of endless upgrades

• Coined “Fast Tech” as a new cultural villain

• Balanced cultural provocation with education and action across social, PR, and paid influence

• Created bold, shareable visuals designed to spark organic conversation and press momentum

Results

• Mentions of “fast tech” ↑ 50x (2/wk → 112/wk)

• 11M+ organic reach; 425K engagements; 39K shares

• 5M+ earned media reach leading to 300k additional earned media engagements. 125 press clippings across FR, US, UK, DE, ES, JP, leading to

My Role

Co-led brand strategy and oversaw full campaign roll out.