Back Market, the French start-up that sells refurbished smartphones and home electronics, is refurbishing tweets to create the biggest influencer campaign for free.
The brand dug up over 300 old tweets of celebrities praising now outdated phone models. Then it replied with a joke and sent the celebs the phones in question. The unwitting brand ambassadors include Barack Obama, Donald Trump, Kim Kardashian, Kendall Jenner and Ed Sheeran. The campaign comes as Back Market is expanding into new markets including the US. It was written by Matthieu Bouilhot, art directed by Vincent Lesnee, and directed by Jack Cole through General Pop.