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Backmarket: Freedom - Making Of
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And yet, despite these major societal advances, there is a diktat that we have never questioned. That of always having to buy the newest product possible; of accepting the incessant pace of technological innovation imposed by the major brands. This is the consensual tyranny of the new. To buy new is to value a race for innovation that has brought about the era of disposability in technology, over-consumption, the depletion of scarce natural resources and the planned obsolescence of a product only a few months after it has been put on the market. Conversely, buying refurbished means choosing a fairer, more sustainable future by allowing very high-tech products to be sold at up to 70% cheaper than new ones. A future that Backmarket is proud to be the standard-bearer. The brand is no longer the start-up challenger that has come to tease the giants of technology. The French leader of refurbished products, thanks to its 110 million euros raised this year and triple-digit growth, is now a real alternative to the culture of the new; and they want to make this known. With its first brand film, Back Market is proclaiming it loud and clear: "New is old". Another model is not only possible but above all, it can be the result of a conscious, proud and desirable choice. So, through a series of modern personalities who embody these freedoms, met on Instagram, Back Market, with its agency Marcel and the french director François Rousselet, ask the question: What if freeing oneself from the new was the next freedom to be conquered?
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Backmarket: Freedom
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