These ads for refurbished phones hijack Apple's 'Shot on iPhone' campaign

French OOH campaign by Marcel coincided with Apple's keynote event

Published On
Sep 13, 2019

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As Apple this week unveiled iPhone 11 and more at its latest keynote event in California, over in France, an outdoor campaign is telling consumers that their old iPhone is just as good. 

The ads, for Back Market, which sells refurbished devices, hijack Apple's "Shot on iPhone" campaign. They juxtapose photographic shots, with one side telling us it's "Shot on iPhone X" and the other, with a similar image looking identical in quality, "Shot on refurbished iPhone X"

The campaign is running in 10 French cities. It's part of Back Market's strategy to change the perspective of French consumers who are still skeptical about refurbished smartphones. Founded in France in 2014, the online marketplace is now available in France, Belgium, Spain, ltaly, Germany and the U.S.


Sep 13, 2019
Client :
Back Market
Agency :
Chief Marketing Officer :
Guillaume Rouby
Co-Founder and Chief Creative Officer :
Vianney Vaute
Pascal Nessim
Charles Georges-Picot
Partner Head of Global Business :
Christophe Neyret
Executive Creative Director :
Gaetan Du Peloux
Executive Creative Director :
Youri Guerassimov
Art Director :
Vincent Boursaud
Copywriter :
Virgile Lasalle
Associate Director :
Sebastien Jauffret
Project Manager :
Lucas Sengler
Project Manager :
Flavie Parize
Print Producer :
Suzanne Peirera
Graphic Artist :
Christophe Gillon
Strategic Planner :
Romain Brignier

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