The brilliant campaign that diverts the Apple to reflect on fast-tech and programmed obsolescence

On the occasion of the Earth day, Back market He launched a global advertising campaign as bold as intelligent. In collaboration with the Marcel agency, the brand specialized in Refurbished products has decided to challenge the giants of technology and, in particular, the culture of “new at any cost”, Christened with the name of Fast Tech.

This expression – inspired by the well -known Fast fashion – questioned the consumer system that dominates the technological sector: increasingly faster devices, increasingly new, but increasingly quickly replaced. A cycle that not only weighs on the wallet, but has a devastating impact on the environment. According to the data released by the campaign, As many as 78% of the ecological digital imprint is concentrated in the production of devices.

To convey this message, Back Market has chosen to distort the visual codes of large tech companies. Thus created a surprising alternative to the famous “Shot on iPhone” campaignrenamed for the occasion with non -celebratory, but disturbing images: burnt forests, loose glaciers, devastated landscapes. The concept is simple and powerful: to show the same place, before and after the impact of “USA” technology.

The challenge is to make you think about what we leave behind any update

The campaign, entitled “Mettons Fin à La Fast Tech“(” We end the Fast Tech “), is visible on the metropolis as Paris, London, New York And other European cities, attracting the attention of a global audience. The goal is not to attack a specific brand, but report a system in which the consumer is often unconscious accomplice. As Nina that, head of the back market activism sector, said, the challenge is to do reflect on what we leave behind any update.

In addition to the visual part, the initiative includes a manifesto, an educational platform and content on social media to promote concrete alternatives: repair, resell, buy reconditionedand above all, defend the right to repair. A right that Back Market wants to see also recognized on legislative level, both in France and in the rest of the world.

In an era in which innovation runs faster than awareness, campaigns such as Back Market forces us to force us to stop and rethink our habits. It is not just about technology, but of consumption model that we support every time we choose the new instead of the necessary. The “Fast Tech” is not an inevitable condemnation, but a collective choice that we can defuse. And perhaps, precisely through the language of advertising – the one that usually pushes us to buy – we can also learn to Consciousness.