dentsu China is teaming up with UseDem to transform poster and billboard vinyl into trendy and desirable products. A Marketing Interactive report referring to a dentsu statement on this development cites that the collaboration aims to inspire and drive change beyond advertising and towards sustainability, spurred by the celebration of the World Environment Day.

Dentsu maintains that outdoor advertising is a highly visual and impactful way for advertisers to reach consumers and build brands. However, the material commonly used to make the posters and billboards often goes to waste, and countless tons of vinyl often ends up in landfills and oceans. "As a company, we believe it’s imperative to help create meaningful progress for the brands we work with and for society as a whole,” states Keita Ishikawa, CEO of creative service line, dentsu China.

'At dentsu, we are committed to meaningful progress, and through this creative partnership with UseDem we are showing how it's possible to balance the needs of business and the needs of the planet. Reducing waste of outdoor advertising is just the first of many initiatives to drive positive change and inspire those we touch along the way,'' adds Kaz Tsuburaku, chief creative officer, dentsumcgarrybowen China. 

This initiative involves collaborating with teams that collect vinyl (PVC) coated fabrics from outdoor advertisements that are then cleaned thoroughly before cutting and stitching them together into items that can be used every day.