PARIS, FRANCE — During Apple‘s latest Keynote, held on the evening of September 09, the brand unveiled several new products, including the iPhone 16. However, the most notable reveal was the introduction of its integrated artificial intelligence technology within the new iOS: Apple Intelligence.
Back Market and Marcel decided to play with the version of Apple Intelligence released following the keynote by posing a simple yet revealing question: “What are the most sustainable ways to get a new phone?“
A short video captures Apple Intelligence’s response, offering several options, the first of which is “buy a refurbished phone.” The message is clear: even the world’s newest and supposedly smartest phone acknowledges that refurbished is the best choice. If Apple says so…
This move aligns with Back Market’s overarching mission: to move away from the endless race for ever-more advanced technology by promoting refurbished products and encouraging more conscious consumption, better aligned with consumers’ actual needs.
The video has been broadcast on the brand’s social media platforms in the United States and France.
CREDITS:
Back Market
Chief Marketing Officer: Joy Howard
Executive Creative Director: Dan Brill
Creative Director: Pierre Mottais
EU Lead Digital & Social Marketing: Diane Tamalet
Global Brand Director: Alexander Wright
Senior Social Media Manager: Lucy Hagrove
Marcel
Co-President: Pascal Nessim
Co-Presidents and Chief Creative Officers: Gaëtan du Peloux & Youri Guerassimov
Creative Directors: Virgile Lassalle, Clément Sechet
Copywriter: Naïm Souilem
Art Director: Robin Lassalle
Strategic Planner: Thomas Cleret
Associate Director: Sébastien Jauffret
Business Director: Barbara Cruchet
Account Manager: Quentin Seguret
Head of Social: Charlotte Giraud-Charreyron
Social Lead: Calliste Garrabos
Social Media Manager: Gabriel Hermelin
Creative Producer: Antoine Zago-Meyer
Motion Designers: Sorya Lepage, Vincent Iweins
