Project R
Award: Shortlist
Shortlist / Commerce / Sustainable / 2024
Every year, Apple releases its brand new iPhone. But every year, this contributes to fastest growing form of solid waste in the world: e-waste.
So we decided to use Apple’s marketing playbook against them by launching a “fake” Apple campaign for the release of the first sustainable iPhone - The R. But on the day of Apple’s keynote, we revealed that Back Market, the industry leader in refurbished devices, was behind the campaign and advertising their refurbished devices all along. Because the most sustainable phone you can buy isn’t the new one at all. It’s one that’s already here.