• by Fern Siegel , September 24, 2024

Back Market is a global marketplace that specializes in refurbished tech. Rather than buy new, it introduces users to beloved models that function like just-out, more expensive brands, especially Apple's.

Newly appointed CMO Joy Howard has launched the "Downgrade Now" campaign to illustrate how devices in circulation can perform the majority of tasks users demanded of tech — while reducing cost and environmental impact.

The out-of home campaign was created by Brain. The agency's creative is appearing in New York and major cities in France, Spain, Germany and the U.K.

Catchy OOH ads reintroduce fan-favorite models, such as the iPhone 13 mini or the “loved and lost missed elements” of home buttons and headphone jacks. Back Market wants "retro" to be cool again — both as an economic and eco concern.

Taglines include: "Just as texty as the new one" to reintroduce the refurbished iPhone12 and "I need the hot new model. OK, Leo" to reintroduce the MacBook Pro 16.

The brand is reinforcing this message by launching Phone! – a $249 smartphone that’s curated from Back Market’s verified refurbished smartphones catalog. All work carries a guarantee to be in top condition and deliver whatever new models can, without the frills.

Back Market also enlisted artist Gab Bois to create original artwork from discarded and refurbished technology. At a Paris conference on Sept. 25 she showcased examples of the collection, including a belt with a buckle made from a flip phone and nail art comprised of old Blackberry components. Bois' official collection will launch in December 2024.