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