Context

After decades of slick advertising, consumers have been conditioned to equate “new” with innovation. But Big Tech’s version of innovation had become anything but — incremental updates, unnecessary features, bigger price tags, and an even bigger environmental impact. Meanwhile, sustainability messaging was falling flat. Back Market needed to challenge this cycle and redefine what progress in tech actually looks like.

The approach

We built a platform that flipped the logic of consumer tech marketing and made “refurbished” feel aspirational.

• Launched Back Market’s first-ever global brand campaign, spanning US, EU, and beyond.

• Parodied Big Tech’s keynote culture and marketing tropes to expose hollow innovation.

• Flipped consumer perspective on refurbished, making it aspirational rather than second best.

• Provocative enough to spark joy with consumers — and ruffle feathers in Big Tech.

Results

• Exceeded GMV targets by 15%

• First profitable year for Back Market

• 700+ assets globally

• +30% margin lift

My role

Led the full 360 strategy production globally.

Partnered with the Back Market ECD and creative agency for final creative direction.