Problem Every year Apple convinces the world that slightly newer means entirely new. People queue, post, flex, and 30 days later, move on. Insight What fades faster than technology is human excitement. The “latest” is only latest until someone else posts a shinier photo. Idea “The 30-Day Launch.” A campaign that tracks five proud new iPhone owners from launch-day obsession to quiet regret, ending where all hype eventually lands: on Back Market. Execution OOH introduced five proud early adopters at peak excitement. Social films then followed their slide from launch-day euphoria to quiet regret, leaving the reason unexplained. The story built tension until the final case film revealed the twist: 30 days after launch, all their “new” phones resurfaced on Back Market.