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By John Glenday | Reporter

September 20, 2022 | 2 min read

A burgeoning marketplace dedicated to the resale of reconditioned electrical goods has drawn inspiration from the mythic capacity of cats to cheat death for its first international brand campaign.

Back Market is making Schrödinger’s Cat proud by resurrecting deceased phones, gadgets and appliances to enjoy many more lives of usage beyond the initial purchase.

Crafted by Buzzman, the campaign draws on the popular legend to convey the message that we all have the power to bestow new life to discarded electronic devices, lessening the environmental impact of electrical waste in the process.

Drawing on techniques pioneered by the master of suspense Alfred Hitchcock, the short film – directed by Tom Kuntz of Old Spice fame – depicts a feline uprising against second-hand goods to protect their status as the sole representatives of multiple lives.

The malign pets are shown staging a guerilla war against phones, tablets and laptops, culminating in a massed assault on a refurbishing workshop. This covert activity culminates in a reveal of the brand’s new ‘Hello Again’ signature.

Airing across Europe on TV, digital and cinema, the campaign is supported by social media activity and posters through to 2023.

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