These Ads for Refurbished Tech Troll Apple's Product Drops

Behold 'Project R' in all its sustainable glory!

Sure, Apple's hosting a huge product event today that could shake the tech world to its core. Soon, millions worldwide will shell out billions to purchase the latest shiny, digital things from Cupertino.

But ... how about buying a refurbished phone from an online marketplace instead? That could be fun, too!

Back Market and indie agency Gus deftly skewer the droves of silicon-chip heads and super-fans clamoring for more power, pixels and products in "Let Them Buy New," a spoofy :60 below.

Consumers dance around with spanking-new tech, oh so stoked. Such scenes are flashy, trashy and ridiculous, making the point that it's more affordable to buy used devices. Plus, doing so boosts sustainability and helps preserve the environment.

Back Market | The New One

Gus teased the "launch" online and with cute OOH:

Here's the (not-so-) big reveal:

This clip recaps the whole project:

SNL mainstay Mike Diva shot the spots, which will roll out globally.

"Our aim is to spark the idea that consumers actually have a choice," says Gus co-founder and creative director Spencer LaVallee. "It's exhilarating to challenge an entire industry's widespread charade and say, 'You totally have the option to take the red pill.'"

That's the truth pill, dammit! Just in case you've never seen the movie.

"'Let Them Buy New' represents Back Market's refusal to accept the status quo of big tech, and an invitation to join us," says Daniel Brill, the brand's executive creative director. "The problem of E-waste—now the fastest growing form of waste in the world—is one we can all directly affect by choosing circularity. But we also know that you're not going to convince anyone by wagging a finger. So every part of the creative is infused with personality, eccentricity and galaxy-brain level subversion."

Per Back Market, choosing a refurbished phone generates 92 percent fewer CO2 emissions and 89 percent less e-waste. The latter's become a growing worldwide concern in recent years, with Apple among the worst offenders. (The company addressed such issues today in a short film starring Octavia Spencer.)


Creative Agency: Gus
Co-Founder/Creative Director: Graham Douglas
Co-Founder/Creative Director: Spencer LaVallee
Executive Producer: Jennifer Hart
Creative Ops Lead + Account Director: Meegan Moore
Art Director: Shelby Bass
Copywriter: Nick Garfield 
Print producer: Sara Sayed 
Designer: Angelique Francis
Business Affairs Manager: Sara Jagielski and Noel Cameron-Wilcox at Birdie 

Client: Back Market 
Chief Marketing Officer: Seth Farbman
VP Marketing: Thomas Poulain
Director of Marketing Communications: Woody Wright
Executive Creative Director: Dan Brill
Director of Media: Alexandra Walker        
Global Communications Manager: Lucile Dumeaux
Head of Media Planning & Buying: Teresa Harbeck
Senior Expert Media Strategist: Manveer Lall
Lead Media Planner: Bérangère Leblanc
Lead Media Planner: Méryl Teste
Media Project Manager: Jana Rickert
Head of Marketing France: Nina Quellier
Head of Marketing Spain: Marta Castillo
Head of Marketing UK: Luke Forshaw
Head of Marketing Germany: Linda Truong
Sr. Brand Manager US: Bridie McPhee
Brand Manager France: Diane Tamalet
Head of Global Content: Eugena Ossi
Senior Lead Global PR: Marine Libaud
PR Project Manager: Marie Zetlaoui 
Director of Design: Ray Ho
Senior Lead Art Director: Victor Antonelli
Creative Studio Lead: Hannah Laloum 
Studio Resource Manager: Flore Lajouanie
Expert Art Director: Mikayla Madigan
Art Director: Manon Chrétien
Expert Copywriter: Adam Pasulka
Senior Brand Copywriter: Clare Austen
Social Media Manager: Lucy Hargrove
Senior Copywriter Spain: Blanca Marín Zofío
Senior Copywriter France: Amélie Cabelguen 
Senior Copywriter Germany: Michael Jahn 
Head of Brand Strategy: Quentin Vandegucht
Senior Design and Research Manager: Florian Lissot
Group Product Manager: Yoann Champeil
Global Communications Intern: Yiqiao Zhou

Production Credits: “Let Them Buy New” Global TV Campaign 

Production Company: Lord Danger
Director: Mike Diva
DP: Ilya Maksymenko
Managing Director: Josh Shadid
Executive Producer: Anthony Ficalora
Producer: Taylor Vandegrift

Editorial Company: The Den
Editor: Ryan Spears
Producer: Jessica Davis
Executive Producer: Jenn Johnson

Design, Animation & VFX: Modern Logic
Executive Creative Director: Brandon Parvini
Creative Director: James McCarthy
Managing Director: Michael Bennett
Executive Producer: Monica Reimold
Producer: Ashlie Iacocca

Color: Visual Creatures
Colorist: Josh Bohoskey
Producer: Melissa Langaas

Audio Post: Heard City
Sound Design: Midnight Snack
Managing Partner: Gloria Pitagorsky
Sound Designer/Mixer: Jeremy Siegel
Head Of Production: Jackie James
Executive Producer: Liana Rosenberg
Senior Producer: B Muñoz
Producer: Nick Duvarney
Assistant Producer: Dylan Stetson
Assistant Mixers: Oddy Litlabo, Zoltan Monori, Chenoa Tarin, Virginia Wright

Music: Good Ear Music (GEMS)
Music Supervisor: Danielle Toporoff
Music Supervisor: Morgan Thoryk 
Music Coordinator: Andie Van House

Production Credits: Project R Stunt Campaign 

Cultural Moment Strategy + Production Partner: DCX
Chief Creative + Strategy Officer: Doug Cameron 
Publicist: Caroline Andoscia 
Executive Creative Director: Tommy Noonan
Executive Creative Director: Matthew Evans
Strategy Director: Sam Levinson
Account Director: Sarah Donze
Project Manager: Izzy Casey
Casting Director: Amy Lowles

Production of Project R: Superbloom
Head of Production: Kristin Childers
Head of Post Production: Sheena Wagaman
Chief Content Officer: Tom Dunlap 
Producer: Dylan Givens

Production of Project R (Build Assets)
Design, Animation & VFX: Modern Logic
Executive Creative Director: Brandon Parvini
Creative Director: James McCarthy
Managing Director: Michael Bennett
Executive Producer: Monica Reimold
Producer: Ashlie Iacocca

Audio: Evan Anderson at Audiomancy 

David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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