"Titled Let's End Fast Tech, the campaign gives a new, urgent purpose to those 'Shot on' iPhone photos, showing just how much the environment has changed in between smartphone models. For example, a 2012 photo of Victoria Falls in Zimbabwe, taken on the iPhone 5, is placed alongside a photo from the same angle taken by the iPhone 11 in 2019. While the former is rich with waterfalls, the latter, taken during a drought, is bone dry."
"'E-waste and fast tech are global problems that need global awareness and solutions. We must start the conversation around the impact of our reliance on technology by illustrating how our environment has changed between smartphone model releases' said Joy Howard, CMO of Back Market. 'Today, advertising doesn't do enough to promote sustainable consumption. And yet, it plays a vital role in raising awareness in the face of the contradictory pressures we face daily - encouraged to buy more, while also being told to be responsible.'"
Back Market launched a campaign titled 'Let's End Fast Tech' that repurposes 'Shot on iPhone' photos to illustrate environmental change between smartphone model releases. The campaign places photos taken years apart from the same vantage points to reveal environmental degradation and to question high-frequency device replacement. A 2012 iPhone 5 image of Victoria Falls is juxtaposed with a 2019 iPhone 11 shot taken from the same angle, showing a transition from waterfalls to dry riverbed during drought. Back Market's CMO frames e-waste and fast tech as global problems requiring awareness and systemic solutions, and criticizes advertising for insufficiently promoting sustainable consumption. The campaign has gained traction on social media and prompted emotional reactions.
Read at Creative Bloq
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