Back Market was already an international giant when they landed in Spain and we started working with them. They are the kings of refurbished tech, and this is about to explode over the next few years. We wanted to fuse the brand personality that they have built internationally with a local angle in their communications that connected with the users. Having worked in the second-hand and refurbished market with Wallapop for 8 years, I felt the brief had all the ingredients to be my next new fav project. We wanted to invite people to cut free from the draw of the new and the shiny, to stop worshipping the little plastic cover on the new iPhone screen, queuing up to buy the latest model, and all that other nonsense we are attached to when it comes to buying. “Te da lo mismo que uno nuevo” shows that you can do the same with a refurbished phone as a new one, for half the price. The campaign featured a play on words. In Spanish “te da lo mismo” means “it is the same to you” and also “you don’t care”. I had so much fun directing the movie and working with an unusual creative marketing team.