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Hack Market

Award: Yellow Pencil

Yellow Pencil / Direct / Digital / 2023

Award: Yellow Pencil

Yellow Pencil / Commerce / Acquisition & Retention

Award: Yellow Pencil

Yellow Pencil / Integrated / Large Enterprise

Award: Graphite Pencil

Graphite Pencil / Commerce / Purchase Experiences

Award: Graphite Pencil

Graphite Pencil / Experiential / Retail Activations

Award: Graphite Pencil

Graphite Pencil / Media / Retail

Award: Wood Pencil

Wood Pencil / Experiential / Use of Technology

Award: Wood Pencil

Wood Pencil / PR / B2C

Award: Wood Pencil

Wood Pencil / PR / Events & Stunts

Award: Wood Pencil

Wood Pencil / Media / Events & Stunts

Award: Wood Pencil

Wood Pencil / Impact / Campaign Communications

Award: Shortlist

Shortlist / Digital / Mobile

Award: Shortlist

Shortlist / Digital / Use of Technology

Award: Shortlist

Shortlist / Experiential / Responsible Activations

Award: Shortlist

Shortlist / Media / Mobile

Award: Shortlist

Shortlist / Media / Interaction

Award: Shortlist

Shortlist / PR / Multi Market

Hack Market is a campaign promoting the sustainability benefits of refurbished tech, and was developed for Back Market, Europe’s leading marketplace for refurbished tech. It involved hijacking the purchase journey to make tech buyers pay attention to cold hard facts about sustainability, right when they were about to buy a brand new device. For Earth Day, Back Market hijacked the ‘temple of new tech’, Apple Stores, by using Apple’s AirDrop technology and devices to advertise its own messages for a greener alternative. The original in-store activation was amplified using influencers and video content.

What did the judges have to say?

Hack Market is one of our jury's favorites and was a fairly unanimous Yellow Pencil decision, despite D&AD being the toughest show on the planet. We loved that it hijacked and intercepted a giant competitor's point-of-sale location – a true David vs Goliath triumph. And AirDropping hack messages into the store's phones was genius, as I personally would not accept AirDrops from unknown phones. Lastly, the case study video is a great example of how all case study videos should be done – punchy, to the point, irreverent.

Ronald Ng, Global Chief Creative Officer, MRM

I love work that celebrates brave big clients, and this does just that. It also has a green conscience and promotes the sustainability benefits of refurbished tech, suggesting greener alternatives. And it has a Banksy touch to it, by being disruptive and having a big impact with this guerrilla tactic.

Ruchi Sharma, Founder and CCO, HumanSense

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