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D&AD Annual 2020

Refurbished Tweets
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  • MediaUse of Talent & Influencers
  • DigitalCreative Use of Social Media


  • France


  • Back Market

Executive Creative Director

  • Stéphane Xiberras

Creative Director

  • Benjamin Le Breton
  • Arnaud Assouline

Art Director

  • Vincent Lesne


  • Matthieu Bouilhot

Production Director

  • Jeremie Vitard

Production Company

  • General Pop


  • Jack Cole


  • Jérémy Marsy

Advertising Agency

  • BETC Paris

Back Market, French startup and European leader of refurbished products, decided to expand to the US. Not an easy feat in a country that loves new gadgets. It didn't have the budget for celebrity influencers - many of whom really wanted Back Market products and had already tweeted about that years ago. So, to promote its refurbished products, Back Market decided to refurbish their tweets. It retweeted them as if they were published the day before and sent them the smartphones of their (past) dreams, creating the biggest online influencer campaign ever, for free