Let's End Fast Tech

Back Market launched “Let’s End Fast Tech” as a digital-first campaign to expose the environmental cost of constant upgrades. It subverted Apple’s “Shot on iPhone” visual language, pairing real before/after climate-impact photos with iPhone upgrade timelines and the line: “How many upgrades do we have left?” Social content and educational posts explained “Fast Tech,” amplified by credible sustainability voices. All assets drove to a platform with practical ways to reuse, repair, and refurbish devices.