Uploaded June 2026 | Updated September 2026, 1 week ago
The tech industry constantly encourages consumers to upgrade to the latest device, creating a culture of overconsumption that feels normal. Yet most people remain unaware that the greatest environmental impact of technology comes from manufacturing new devices, not from using them. Back Market identified a gap between consumers' desire to act sustainably and the industry's push toward endless replacement.
Back Market created "Let's End Fast Tech", a global movement challenging the technology industry's version of fast fashion. By reframing overproduction and overconsumption as "fast tech," the campaign encouraged people to rethink their relationship with electronics and embrace repair, reuse, resale and refurbishment instead of constant upgrades.
Created with Marcel, the campaign hijacked the visual language of iconic smartphone advertising by showing environmental changes that occurred between device generations. Through OOH, print, film, social media, influencer partnerships and activations across New York, London, Paris, Madrid and Hamburg, the campaign exposed the hidden environmental cost of fast tech. Additional initiatives included the "Ugly Computer" project and a partnership with iFixit to support repairability and longer device lifecycles.
The campaign transformed a niche sustainability issue into a mainstream cultural conversation, positioning Back Market as the leading voice against tech overconsumption. By combining powerful visual storytelling with practical actions consumers could take, "Let's End Fast Tech" increased awareness of e-waste, championed refurbished technology as a credible alternative to buying new, and earned industry recognition including a Cannes Lions Gold Lion.
AWARDS
Cannes Lions 2026
- Gold en Outdoor
- Bronze en Print & Publishing
https://www.llllitl.fr/2026/06/cannes-lions-2026-palmares-france/
CREDITS
Brand: Back Market, France.
Chief Marketing Officer: Joy Howard.
Marketing Director France: Quentin Vandegucht.
Creative Agency: Marcel, Paris.
Production: Artisans du Film Paris.
Media: MIDI Agency Paris.
Partners: iFixit.
The tech industry constantly encourages consumers to upgrade to the latest device, creating a culture of overconsumption that feels normal. Yet most people remain unaware that the greatest environmental impact of technology comes from manufacturing new devices, not from using them. Back Market identified a gap between consumers' desire to act sustainably and the industry's push toward endless replacement.
Back Market created "Let's End Fast Tech", a global movement challenging the technology industry's version of fast fashion. By reframing overproduction and overconsumption as "fast tech," the campaign encouraged people to rethink their relationship with electronics and embrace repair, reuse, resale and refurbishment instead of constant upgrades.
Created with Marcel, the campaign hijacked the visual language of iconic smartphone advertising by showing environmental changes that occurred between device generations. Through OOH, print, film, social media, influencer partnerships and activations across New York, London, Paris, Madrid and Hamburg, the campaign exposed the hidden environmental cost of fast tech. Additional initiatives included the "Ugly Computer" project and a partnership with iFixit to support repairability and longer device lifecycles.
The campaign transformed a niche sustainability issue into a mainstream cultural conversation, positioning Back Market as the leading voice against tech overconsumption. By combining powerful visual storytelling with practical actions consumers could take, "Let's End Fast Tech" increased awareness of e-waste, championed refurbished technology as a credible alternative to buying new, and earned industry recognition including a Cannes Lions Gold Lion.
AWARDS
Cannes Lions 2026
- Gold en Outdoor
- Bronze en Print & Publishing
https://www.llllitl.fr/2026/06/cannes-lions-2026-palmares-france/
CREDITS
Brand: Back Market, France.
Chief Marketing Officer: Joy Howard.
Marketing Director France: Quentin Vandegucht.
Creative Agency: Marcel, Paris.
Production: Artisans du Film Paris.
Media: MIDI Agency Paris.
Partners: iFixit.
