WPP’s Kinetic North America has recently announced the relaunch of its print production management company Lively Production with new eco-friendly production options. In addition to bringing back production itself, the relaunch includes two new offerings: Lumactiv, an eco-coating that mimics the air purifying effects of trees; and a programme called Upcycled Brand Equity, which turns retired OOH ads into usable products like tote bags, wallets and cardholders. The Lively Production team will coordinate the removal of the vinyl with OOH media vendors. It will also be involved in product selection, and production logistics, says a report published in MediaPost.

Participating brands will reportedly cover the cost to transform the billboard vinyl into so-call “upcycled” products that they will then use as a consumer engagement tool.

As regards the Lumactiv coating system, it can be sprayed on billboard vinyl or any other printed OOH format. Lively Production will be partnering with outdoor advertising vendors to coat the advertisement structures themselves with the goal of turning billboards, bus shelters, and bus wraps into giant air filtration systems purifying city air pollution every day.

To further enhance its eco bonafides, the agency has also worked with key vendor partners to create what it says is the first Eco-index that will enable OOH media plans to be assigned an environmental impact score.