Back Market: The art of regeneration

French refurbished tech firm Back Market partnered with the BBC for the Art of Regeneration campaign to increase awareness, reach new audiences and highlight its sustainability credentials in the United Kingdom.

Summary

A public art project that brilliantly fused one of the year's biggest TV events with a campaign to change Britons' technology buying habits was at the centre of Words + Pixels' 2023 campaign for Back Market.

Persuading UK consumers to opt for refurbished and 'reborn' smartphones and laptops, rather than the latest, shiniest models was never going to be easy. But a brand partnership between the fast-growing refurbished tech specialist and BBC Studios – built around the 60th-anniversary series of Doctor Who and leveraging the concept of 'regeneration' – communicated the concept with visual flair and creativity.

A striking,...

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