Back Market’s new campaign by Innocean Berlin, encouraging people to buy its refurbished tech, is built on the most powerful weapon an ad can have in its arsenal. A human truth.
The campaign’s human truth is that while so many people have the latest smartphone with a state-of-the-art camera, we only ever use it to take really average photos – blurry selfies, photos of pets or what we were served for dinner, or wonky shots through an airplane window.
And Innocean has teamed its wonderful human truth with advertising’s other most powerful weapon, a human tone of voice. The print campaign consists of less than awesome camera roll photos with the tagline, “Trust us, last year’s phone will do.”
The campaign, Camera Roll, is a stark contrast to tech companies’ ads for their shiny new products, which tend to feature astonishingly beautiful photos, that none of us is likely to ever mimic.
“Every year, tech companies put out a new model of their flagship phones, with specs that are only slightly better than the ones from the year before,” explained Gabriel Mattar, European chief creative officer, Innocean Berlin. “But is it really worth the upgrade? Let’s just look at our camera rolls for a second. For 99% of the pictures we take, an older phone would get the job done just as well.”
As Alexandra Brandt, Back Market’s head of marketing for Germany, added, “E-waste is a very big problem in today’s world. We all want to have a great phone with an excellent camera, but that shouldn’t come at the planet’s expense. Back Market offers an array of expertly renewed phones (and other devices), that deliver top performance with a much lower impact on the environment, and on your pocket.”
Credits:
Client: Back Market
Head of Marketing: Alexandra Brandt
Creative Agency: Innocean Berlin
Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Creative Directors: Pedro Lourenco & José Filipe Gomes
Copywriter: Pedro Lourenco
Art Directors: José Filipe Gomes & Stefano De Luccia
Account Director: Min Kyung Park
Strategist: Odile Breffa
Photographers: Sandra Spina, Shelley Lui, Minji Park & Zé Anderson
