Between the iPhone 3G and the iPhone 16 a Swiss glacier has lost almost all of its ice mass. It is the shocking image you use Back Market To illustrate in your new advertising campaign the impact of the technology fast, or fast tech, in the environment and denounce the effects of excessive consumption of electronic devices.
Designed by the Creative Agency Marcel, The campaign is a allegation in favor of reconditioned technology and the prolongation of the useful life of technological products. Activated last week, within the framework of the celebration of the Month of the Earth, the campaign invites you to reflect on a more responsible consumption and the relationship with electronic devices.
For this, he has published a series of comparative photographs that show the evolution of different landscapes in various parts of the world, such as the Rhone glacier, in the Swiss Alps, between the springs of 2009 and 2024; or Lake Lone Rock Beach, in Utah, United States, between 2016 and 2021.
The images of “Before and after”, and also in Time-Lapse format in video, put the focus on phenomena such as the thaw of glaciers, extreme droughts and floods. These have transformed the global landscape in the period in which manufacturers have been taking out New mobile phone models to the market.
Specifically, the brand alludes directly to Apple and its different iPhone models and the popular and recognized campaign “Shot on iPhone.”
The campaign has also been activated in outdoor advertising and printed media. In these creatives, snapshots are accompanied by the message “How many new releases do we have? We end the Fast Tech.”
The pieces are executed in external advertising supports of large cities such as Madrid, New York, London, Paris or Hamburg.
“We must start talking clearly about the environmental impact of
Our technological dependence, and one of the most powerful ways to do so is showing how the planet has changed between the launch of a smartphone model and the following”, Said Thibaud Hug de Larauze, CEO and co-founder of Back Market, in a statement.
From the company they also argue that people have been conditioned to believe that progress means replacing, and not maintaining, and that the culture of using and throwing It is a global problem that requires a global response.
Back Market expresses it in a manifest video that accompanies the campaign, and in the anima to break with the overproduction cycle, programmed obsolescence and disposable consumption.
According to Back Market in a statement, the use and production of digital technology represents 4% of the Global Carbon Emissions and this figure is expected to increase up to 14% in 2040. The manufacture of devices represents most of the environmental impact: 80% of the fingerprint of a smartphone occurs before turning it on.
Among other data, it points out that in 2022 62 million tons of electronic waste were generated, an 82% increase compared to 2010. Of this, it ensures that only 22% is formally recycled, which reflects an important challenge for the industry.
Given this, the company defends repair and reuse: explains that maintaining an iPhone 13 for five years instead of two and a half – the average useful life of a smartphone – reduces its carbon emissions by 49%.
