Last Shot Gallery

Words+Pixels

Client: Back Market

Back Market exists to challenge the destructive cycle of fast tech, yet most consumers still don’t connect their device upgrades to climate change or e-waste. Words+Pixels set out to close that gap by making the environmental cost of constant upgrades impossible to ignore.

Research among 2,000 UK adults revealed the disconnect: while 89% had noticed visible signs of climate change, nearly half said it hadn’t changed how they buy technology. Our response was The Last Shot Gallery — a public exhibition that subverted Big Tech’s most iconic marketing platform, Shot on iPhone. Iconic landscapes originally photographed on smartphones were reimagined as scientifically informed visions of their future scarred by environmental collapse. The campaign combined cultural provocation, climate science and repair activism to turn awareness into action, encouraging repair, longevity and refurbished technology. It generated 78 pieces of coverage, 4.3 million organic reach and increased brand awareness, positioning Back Market as a credible challenger to fast tech.