Back Market’s Animated Ad Portrays Tech Firms as Monsters

  Rassegna Stampa, Social
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Technology’s cycle of planned obsolescence is a harmful contributor to the climate crisis, with millions of phones and devices being produced around the world daily. To make consumers question their buying behaviors and consider purchasing “reborn” devices instead, electronics marketplace Back Market has released a U.S. brand awareness campaign.

Released on Nov. 21, the “Tech Reborn” campaign will be led by a new brand film called Monster directed by Johnny Kelly, featuring the work of puppeteer Andy Gent and produced by Nexus Studio.

The 1-minute short features a tech-creating monster made from white earphones, which is overproducing new smartphones before he is shown their impact on society and the planet. He learns the errors of his ways when a young girl shows him how old phones can be rebuilt to be as good as new.

It ends with the statement “Let’s do more with what we already have.”

Woody Wright, director of U.S. marketing for Back Market, told Adweek the campaign was created in response to companies that for years “have tried to convince us that their high-quality tech has an annual expiration date in order to convince people to buy more.”

“Back Market believes we should do more with what we already have,” he added. “The story asks us to reflect on our own buying habits and challenges the belief that you have to sacrifice something when buying products that have a lower impact on your wallet and the environment. Reborn devices from Back Market aren’t ‘good as new,’ they are better.”

The brief for the campaign was to grow awareness in the U.S. alongside the category of refurbished electronics and to “showcase the joy that refurbished tech can bring to humans and to the world around them while keeping the delightfully irreverent Back Market tone of voice front and center.”

Alongside the hero film, OOH ads for “Tech Reborn” will be deployed in major New York City transit hubs. The hero film will run through premium video placements and social media, as well the across the YouTube masthead and over Vevo. It will also appear across digital TV, Hulu and linear ad breaks during NFL games, the Macy’s Thanksgiving Day Parade and throughout Christmas in Rockefeller Center.

“Inflation is at an all-time high, and with the holidays as a key shopping season, Americans will be looking for better deals without having to compromise on quality,” added Wright of how Back Market and the circular economy were growing in relevance.

“Back Market offers tech and appliances sold by verified sellers through a curated search algorithm, ensuring a frictionless experience from discovery to purchase so more people in the U.S. have an alternative to buying brand-new tech.”

Credits:

Brand: Back Market

Co-Founder and CCO: Vianney Vaute

Strategic Advisor: Seth Farbman 

Creative Director: Jeff Johnson

Creative Director: Steve Peck:

Head of U.S. Marketing: Woody Wright

Executive Producer: Melanie Baublis

Strategic Consultant: Jeff Kenyon

Lead Art Director: Victor Antonelli

Head of Content: Eugena Ossi

Expert Copywriter: Adam Pasulka

Hannah Laloum: Creative Studio Manager

Lucy Hargrove: Social Media Manager

Production Company: Nexus Studios

Executive Producer: Josephine Gallagher

Executive Producer: Camila de Biaggi

Senior Producer: Josephine Gallagher

Production Manager: Ruyi Meer

Production Assistant: Max Bigg

Studio CG Supervisor: Mark Davies            

VFX Supervisor and Lead Compositor: Germán Diez

Editor: Dave Slade

Art Directors: Melanie Climent and Callum Strachan

Character Designer: James Noellert

2D Animators: Chris Cray, Joe Sparkes, Matt Partridge, Bethany Levy

Compositors: Gareth Tredrea, Hugo Vieites Caamano, Sander Saks, Vitori Jalabert, Alexandre Gaudiano

Storyboards: Richard Buxton

PR and Marketing: Valentina Tarelli, Nancy Edmondson, Isobel Wise, Stephanie Anjo

Puppet & Set Build: Arch Model Studio

Sets and Puppets: Andy Gent

Set Build: Asylum

Set Supervisor: Peter Tilbe

Set Technician: Josh Guess, Tom Bull, Daniel Tynan

Live-Action and Puppetry:

Director of Photography: Matt Fox

1st AD: Robert Thorpe

Production Manager: Rhian Gwenlan

Runner: Kai Rajakulasingam

2nd AC: Rosamund Freeman

Grip: Kevin Foy

DIT: Phoebe Frazer

CCTV Operator: Liam Coles

Focus Puller: Ben Jones

Gaffer: Paul Allen

Electricians: Jono Yates, Bill Rae Smith, Michael Smit, Ed Riley, Tim Jordan, Auxane Verdier, Ana Krkljus

Lead Puppeteer: Tim Cherry Jones

Puppeteers: Shakara Carter, Kim Scopes

Lead Animator: Tobias Fouracre

1st AC (stop motion): George Warren

Set Maintenance: Mark Chippington

Puppet Maintenance: Sofia Serrano

Behind The Scenes: Juliette Dalton

Medics: Simon Lee, Paul Mawson

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https://www.adweek.com/commerce/back-markets-animated-ad-portrays-tech-firms-as-monsters/