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,...