There are campaigns that show, others that hint and some that invite to look twice. Back Market He has just launched one of the latter: “Now you see us” It is an external advertising action that converts a technical functionality into shared experience, and an advertising canvas into a visual game with underlying message. Behind the concept is the agency is happening.

The action takes place in the roundabout of four roads (Madrid), where a canvas has been installed that, at first glance, seems an abstract design or an indecipherable message. The key is in The Samsung Galaxy Zoom 100xa function that allows to reveal a message that can only be discovered through that digital lens.

Back Market bets on not showing the product. In the canvas there are no mobiles, or specifications, or technical promises. Just a playful challenge: if the user can read the canvas, what your device can do is probably know. And if not, the message is that the same device is available Reconditioned in Back Market.

“We wanted to connect with the Samsung Lovers, but also demonstrate that the most advanced technology can have a second life”they explain from the brand. The result is a campaign that claims sustainability without giving up surprise or emotional connection.

In addition to the external support, the campaign is amplified on social networks with the participation of content creators who challenge their audiences to decipher the hidden message. A way to convert a functionality into a cultural narrative, activating a reflection on obsolescence, durability and new forms of consumption.

With this campaign, Back Market continues to consolidate its positioning as a reference in the Technological democratizationand does it with an action that does not underestimate the audience, but invites her to participate, observe and think.

The execution, signed by this passing, demonstrates how creative thinking can transform the functionalities of a product into “Pop culture”as expressed in an agency statement, “Generating conversation, curiosity and connection with the audience.”