PARIS, FRANCE – And yet, despite these major societal advances, there is a diktat that we have never questioned. That of always having to buy the newest product possible; of accepting the incessant pace of technological innovation imposed by the major brands.
This is the consensual tyranny of the new.
To buy new is to value a race for innovation that has brought about the era of disposability in technology, over-consumption, the depletion of scarce natural resources and the planned obsolescence of a product only a few months after it has been put on the market.
Conversely, buying refurbished means choosing a fairer, more sustainable future by allowing very high-tech products to be sold at up to 70% cheaper than new ones.
Backmarket | Freedom (ENG version)
A future that BackMarket is proud to be the standard-bearer. The brand is no longer the start-up challenger that has come to tease the giants of technology. The French leader of refurbished products, thanks to its 110 million euros raised this year and triple-digit growth, is now a real alternative to the culture of the new; and they want to make this known.
With its first brand film, BackMarket is proclaiming it loud and clear: “New is old”. Another model is not only possible but above all, it can be the result of a conscious, proud and desirable choice.
So, through a series of modern personalities who embody these freedoms, met on Instagram, BackMarket, with its agency Marcel and the french director François Rousselet, ask the question: What if freeing oneself from the new was the next freedom to be conquered?
The campaign will be broadcast in France, Germany and Spain from November 8 on TV, print and digital.
Take a look behind the scenes:
CREDITS
BACK MARKET
Co-Founder and Creative Director: Vianney Vaute
Marketing Director: Guillaume Rouby
Communication Manager : Donatienne Vaute
Offline Marketing Manager: Quentin Vandegucht
MARCEL
Co-Presidents: Pascal Nessim, Charles Georges-Picot
Chief Creative Officer: Anne de Maupeou
Executive Creative Directors : Gaëtan du Peloux, Youri Guerassimov
Partner – Head of Global Business: Christophe Neyret
Artistic Director film: Laura Aondio
Copywriter film: Francesca Vitello
Artistic Director print: Vincent Boursaud, Alice Labau
Copywriter print: Virgile Lassalle
Illustration : Vasjen Katro
Associate Director: Sebastien Jauffret
Account Director: Yani Oukid
Project Manager: Lola Vezant
Motion: Olivia Garaud
Partner – Head of Strategic Planning: Ghislain Tenneson
Planner: Benoit Dumeunier
Model maker: Christophe Gillon
TV Producer: Cléo Ferenczi
Production: Insurrection
Director Producer: François Rousselet
Executive Producer Insurrection: Valentine Gomes
Postproduction: Karine Friang (Prodigious)
