Repurposing Materials Used In Out of Home Advertising

Billboard 2 Swag takes billboard vinyl and turns it into products that are ideal for promotions or retail programs.
According to Brand Freak, the company is working with Los Angeles marketing agency, Midnight Oil Creative and its sibling production company LA Graphico, to make items from old movie billboards into wine bags, totes and eventually wallets, backpacks and other goodies.
“For us, it’s a sustainable calling card,” says Brandon Gabriel, principal at Midnight Oil, “and for the studios, it’s a continuous piece of marketing.” The company counts Hollywood heavyweights like Disney, Fox and Sony among its clients, and discussions are taking place with all of them about recycling their outdoor ads.
I like the idea a lot. Tons of vinyl otherwise headed to the landfill becomes instead pop culture artifacts and utilitarian tools. The only thing I don’t like is the fact that vinyl is a toxic material; thus, it’s something that people want to limit their exposure to.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.