RELOVE THE PRELOVED
- CLIENT: BackMarket
- AGENCY: Innocean Berlin
- YEAR: 2022
BackMarket knows that some things are too iconic to be left in the past. In 2022, Berlin celebrated the revival of a cultural phenomenon: the Love Parade—now rebranded as Rave The Planet—after a 12-year hiatus. Born in 1989, the Love Parade became a legendary symbol of freedom, unity and electronic music, drawing millions to Berlin's streets.
With its return, the mission was clear: to help elevate Techno to the status of UNESCO-recognized Cultural Heritage. BackMarket joined this momentous event with its own truck, merging the brand's passion for giving new life to electronics with the spirit of the 90s. This campaign wasn’t just about celebrating the past; it was about championing a movement that’s as timeless as the technology we love.
The Love Parade is back in Berlin as Rave The Planet.
We brought in the legends: Juan Atkins, the Father of Detroit Techno, and not one but two Techno Vikings. Our truck wasn’t just a float; it was a rave on wheels, driven by icons.
To amplify the experience, we live-streamed the DJ sets from our truck on BackMarket’s social channels, complete with a series of custom idents, illustrated and animated by yours truly. Inspired by the iconic MTV idents of the 90s, these clips brought a nostalgic twist, keeping the energy alive both on the streets and online.
We made sure our celebration was as green as our mission. By offsetting all CO2 emissions from our truck, we kept the party going without leaving a trace.
Berlin’s Techno Scene added to the UNESCO Cultural Heritage list.
It took two more years, but Berlin’s Techno scene finally earned its spot on the UNESCO Cultural Heritage list in 2024. A win for the city, the music, and everyone who believes in the power of rave culture.
Capturing the energy of Berlin's Techno scene in all its glory, up-and-coming photographer João Vaz (@arw.vaz) brought the moment to life.
- CHIEF CREATIVE OFFICER - Gabriel Mattar
- EXECUTIVE CREATIVE DIRECTOR - Ricardo Wolff
- ART DIRECTOR - Paula Santos Luengo
- ART DIRECTOR - Manuel Armenteros Parras
- ART DIRECTOR & DJ - Leon Celay
- ART DIRECTOR - Meri Giorgobiani
- COPYWRITER & PHOTOGRAPHER - João Pedro Pinto Vaz
- CHIEF OPERATING OFFICER - Jonathan Hill
- BUSINESS DIRECTOR - Björn Wilke
- ACCOUNT MANAGER & DJ - Marcelo Godoy
- DIGITAL PRODUCER - Michael Dunker
- ACCOUNT MANAGER - Ismail Cobanoglu
- HEAD OF PRODUCTION - Fabian Barz
- PRODUCER - Allison Markert
- STRATEGIST - Odile Breffa
- MEDIA MANAGER - Tripti Pandey
- MEDIA MANAGER - Maja Lah
- BUSINESS TEAM - Wolfgang Ruch
“Six months into Berlin, and I find myself on a truck in the middle of Rave The Planet. We had free rein to blend old and new rave culture for the campaign visuals, and it turns out, nothing makes you feel more like a Berliner than dancing through the city with a sea of people at your feet”.
