BackMarket, the global leader in refurbished tech, is bringing to life its environmental ethos in a new campaign that sees it transform its out of home advertising into garden grow bags.

The campaign sees BackMarket team up with Patrick Vernuccio, ‘The Frenchie Gardener’ and Co-Founder of Life After Ad to create an ad that can be upcycled. A former billboard in Peckham for BackMarket is turned into a garden grow bag to empower London’s urban gardening scene. 

The OOH grow bags have been filled with compost and plants and shared with Hackney City Farm. The campaign enlists the help of influencers and gardening advocates Tayshan Hayden-Smith and Jack Hodgson who are committed to enabling access to nature in urban areas. 

The social-first campaign is being documented on Patrick, Tayshan and Jack’s social channels across YouTube and Instagram. Audiences can follow the entire process of the ‘Life After Ad’ from dismantling the billboard to planting mini forest food at Hackney City Farm.

Vernuccio co-founded Life After Ad to set a new standard in the advertising industry. He aims to inspire others to embrace environmental responsibility by giving another life to ads that would be otherwise discarded. 

Patrick Vernuccio, ‘The Frenchie Gardener’ explains: "Life After Ad is about finding new, creative ways to transform waste into something meaningful. Through this initiative, we’re challenging the industry to rethink its environmental impact and enact genuine change.

BackMarket shares in Vernuccio’s ethos of circulatory and is committed to extending the life of electronics through refurbishment.

In addition to the social campaign, the brand is encouraging more sustainable thinking through an educational workshop with a local primary school at Hackney City Farm to inspire the next generation. Led by permaculture designer Jack Hodgson, the hands-on session will engage children in greener gardening practices such as growing microgreens, essential gardening skills, and the power of small actions.

Research from Back Market highlights the importance of green spaces in urban life. According to the study 21% of children aged 7-14 in London have less than 10 square metres of outdoor space. This partnership promotes sustainability while encouraging people to engage in nature. 

The unique campaign encourages people to think more creatively about circularity. Through education and demonstration of the real-world benefits for individuals and for nature, the campaign brings to life BackMarket’s sustainable mission.