Glacier disappearance: Back Market shows the devastating effects of iPhones

On April 16, 2025, Back Market, in collaboration with the Marcel agency, launched an activist campaign against what it calls "fast tech", on the occasion of Earth Day to be held on April 22nd. Through this operation, the brand hijacks Apple's advertising signature, "Shot on iPhone" / "Photographed with the iPhone," to denounce the fast consumer culture in the technology sector. Visible in Paris, New York, London, Madrid and Hamburg, this campaig…