For more than thirty years, various towns on the coast of Brittany, in the northwest of France, have found remains of telephones in the shape of Gardfield, the popular animated cat, on their beaches. Behind the strange phenomenon was a container lost by a ship in the early 1980s. Back Market, the refurbished technology brand, now captures the story in a short film that seeks to open a new conversation about the consumption and management of technological waste. And we have spoken with those responsible about the project.

“Silly Little Plastic Cat” is a documentary written and directed by filmmaker Zack Grant and produced together with 2020land, which tells how the character created by Jim Davis became, without seeking it, a symbol of the impact of consumption on the environment and communities. Through the testimonies of neighbors and environmental activists, the short film invites us to reflect on the useful life of objects and what happens when we buy, use, forget and leave them behind.

The brand, whose presence is limited to the end credits, sees the strange journey of this consumer item and pop merchandising as a reminder that things that are produced, consumed and discarded do not really disappear. In this sense, and as the conclusion of the documentary conveys, the story becomes a plea for repair, reuse and reconditioning.

“There was something interesting in that true story that was part of the company’s purpose. This idea that many objects end up forgotten, with their corresponding environmental consequences, fits naturally with the conversation that Back Market wants to open about technology“, commented Marta Castillo, Head of Content and Audience Strategy at Back Market, in statements to reason.Why. ““Sustainability is still a difficult topic to introduce, but we believe that Garfield is a good hook to capture society’s attention.”.

In this sense, the brand has given total creative freedom to Zack Grant when it comes to telling the case of Garfield’s phones. The filmmaker believes that giving a voice to the local community of Brittany has been key to the story. “Back Market’s sustainability message is, of course, the central theme, but by basing the documentary on people and letting them lead the way, we managed to create a film that doesn’t feel like just another sponsored content.“, assures the director to reason.Why.

Grant’s career has been linked to the advertising industry, and he has worked on multiple projects that have explored the intersection between brands and entertainment. He claims that he was attracted to the proposal because of its truth. “I felt that Back Market’s mission of analyzing throwaway culture gave them unique credibility to sponsor this film. and this project had the perfect combination of pop culture relevance, fascinating themes and personalities, and a valuable message”, he maintains.

The short film is a commitment by the brand to entertainment as a lever to encourage reflection on complex and abstract topics, such as circularity or environmental impact, from more accessible places that arouse interest and curiosity. The form of the story, as explained by the company, does not imply that the importance of the issues or the seriousness of their implications is diminished.

What’s more, the brand gives complete prominence to the story, and its participation in the short film is not revealed until the credits appear. This is because the brand believes that the most powerful way to build a brand is sometimes not to put yourself in the center, but to choose which conversation to open. “Behaviors must be changed, and to do so, perceptions must be changed. That is not achieved with brands telling you what you have to do or think; It is done with real stories that raise reflections and invite people to make their own decisions“, Marta explains to us. “A real story can be much more powerful than a 20-second ad”.

The filmmaker applauds that Back Market was placed in the background when telling the story. He believes that with this he manages to convey his brand message more powerfully than a traditional advertising piece, especially to an audience that seems to have become immune to clever call-to-actions and the usual marketing tricks. “Brands that want to make a lasting cultural impact need to think of themselves more like media or studios than traditional marketing companies.”explains Zack Grant. “People want to laugh, cry and feel emotions. And the usual advertising messages are becoming less and less effective.
This film is a perfect example of how to create a work with the ability to authentically connect with culture in a way that is in service of the brand, but without focusing exclusively on it.“.

“Silly Little Plastic Cat” expands the educational focus and critical outlook that Back Market has been building from its marketing and communication strategy over the years. He expands his reflective discourse on the fast tech that he has worked on with campaigns such as “The Last Shot Gallery”, which he launched last year and which imagined the transformation of the environment through the latest smartphone launches. And all this focus, says the Head of Content Strategy, helps build Back Market’s image as a challenging and differential brand, with a different point of view from other brands in the technology industry.

The documentary has appeared as a candidate in the Best Short category in the Tribeca The selection itself is understood by the brand as a recognition of its commitment to craft and storytelling. “It also positions us as a brand that is investing in content that opens debates“, comments Marta Castillo. “The territories in which we position ourselves always have a point of activism and are very fertile for creating interesting and attractive content, so it makes sense that we are in those spaces contributing”.