LET’S END FAST TECH

Let’s end fast tech Because the only upgrade we really need is in our minds. Consumer electronics already generate 4% of global CO, emissions and could reach 14% by 2040, surpassing aviation. The problem is, nobody knows that and we keep replacing our phones every two years. In a world suffocating under ecological pressure, we can't afford to swap our phones like fashion accessories anymore. We refurbished the industry's iconic visual standards to expose the hidden cost of Fast Tech. By pairing powerful, unretouched images of environmental collapse with the timeline of iPhone upgrades (at the same season), we subverted the «Shot on iPhone» format to turn the city into a witness of the climate crisis. We revealed an uncomfortable truth: while we upgrade our devices, we downgrade our planet. Each ad featured a QR code turning awareness into action encouraging people to rethink their relationship with technology through three concrete alternatives to reduce its environmental Cost: reuse, repair, refurbish. Shot on iPhone & Shot on iPhone 13 Pro ; | Lone Rock beach, Utah, USA, drying up of lake Powell, 2021 2 How many upgrades do we have left? = Let’s end fast tech. Back Market Lone Rock beach, Utah, USA, 2016 ior The New York Times GubSian EL PAIS T1IM+ 740K+ 5SM+ 200+ organic reach social interactions additional reach media coverages on social media (through third party content) and influencers posts ELPAIS felionde NouvelObs AdAge francee2 LEFIGARO JjamburgerAbendblan « This campaign is about exposing the hidden environmental cost of our obsession with the latest tech. » SN arte Society