Back Market: R Phone

Bronze Award

R Phone

Back Market

United States

2025

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Entrant Company

Gus

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Effectiveness

Category

Multi-Country

WE LAUNCHED A SUSTAINABLE, “NEW” PHONE AT APPLE’S KEYNOTE. Every year, Apple releases its brand new iPhone. But every year, this contributes to the fastest growing form of solid waste in the world: e-waste. So this year, in the lead up to Apple Keynote, we used Apple’s marketing playbook (leaks, tech influencers, high-profile ads, etc.) to promote the release of the first sustainable iPhone — The R Phone. Tech press, industry insider, influencers and customers alike assumed it was the first true “innovation” from Apple in quite some time. But on the day of Apple’s Keynote we revealed that Back Market, the industry leader in refurbished devices, was behind the campaign all along. And that the “R” wasn't a new device at all, but instead a “Refurbished” iPhone 14. Because the most sustainable phone you can buy isn’t the new one at all. It’s one that’s already here.

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Credits

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