LOOK What Emirates did with its OOH poster

Can Emirates get you to wear its ad? Maybe it can.In a recycling move cum marketing stunt, Emirates has made its huge OOH ad banner into shopping bags.The airline transformed a 208 square meter poster for its Hello Tomorrow campaign into more than 300 quirky and reusable shopping bags.The PVC material of the poster, originally displayed outside Zurich Airport, was repurposed into a limited edition line of “up-cycled” shopping bags with the help of Feinschliff, a socially integrative company in Switzerland which supports long-term unemployed people in returning to the labour market.Two industrial climbers removed the mega poster from its display wall, and the poster was packed and sent to Feinschliff, where a team of 10 workers transformed the material into fairly fashion-decent looking shopping bags.Watch how it was done:http://youtu.be/TARcYCzo7G0“We’re always looking for ways to minimise our environmental footprint and engage with the communities we serve. This project gave us an opportunity to do just that. What better way to dispose of a giant piece of PVC than by giving it new life as a shopping bag – perfect for the globetrotting globalista,” said Boutros Boutros, Emirates’ divisional senior vice president, corporate communications marketing and brand.Each bag has been imprinted with the airline’s ‘Where will you be tomorrow’ tagline, giving the ad extra mileage.According to Emirates, it actively promotes recycling across its business, whether it is used newspapers left behind in aircraft cabins or obsolete electrical equipment no longer needed in its offices. Between 2010 and 2013, Emirates’ Engineering department alone recovered and recycled over 432 tonnes of materials from Boeing 777 cabin interiors, said the company, in a statement.