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Recycling your advertising: yes, it's possible with upcycling!

Published : Updated : Ecology and advertising
Équipe Adintime
Pôle Marketing

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It is possible to run a more responsible advertising campaign today thanks to initiatives implemented by advertising agencies, such as posters made from recycled paper and vegetable ink. But once the campaign is over, did you know that you can give your advertisement a second life through upcycling? In France, companies recycle advertising posters and other communication materials into notebooks, pencil cases, bags, and more. It's an excellent way for a brand to reduce its environmental impact by recycling its advertisements.

What is Upcycling?

Upcycling, also known as "surcyclage" in French, refers to the practice of transforming a product to divert it from its original purpose and give it a second life.

Why Recycle Your Advertising Poster and Upcycle?

Advertising posters, especially advertising banners, are temporary and have a very short lifespan. At the end of an advertising campaign, most of these materials are incinerated, which is not environmentally responsible. To reduce this impact, companies have ventured into recycling and upcycling these communication materials to offer a more responsible alternative to brands and an impactful solution to address the lifecycle of an advertising campaign in outdoor advertising.

The benefits of recycling your advertisement and upcycling are twofold! Firstly, you can repurpose a communication material by transforming it into an object and reselling it or offering it to your customers. Secondly, it sends a strong signal to your community about your company's environmental commitment.

Next time you run an advertising campaign, consider upcycling!

Examples of Companies That Have Recycled Their Advertisements

Some companies in France have understood the value and benefits of recycling their advertising posters. Here are two examples of successful upcycling campaigns:

1- Swile's Advertising Recycling Initiative

In late April, the company launched an advertising campaign in Paris titled "The Most Useless Card of the Moment," displayed on bus networks, subways, and bus shelters. At the end of this campaign, they collected their advertising posters to recycle them into pencil cases, cardholders, and duffle bags. Then, by promoting it on LinkedIn, they gave away these items to people who commented on the post. A brilliant move in terms of communication and a strategy that truly embodies Swile's values.

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