The outdoor advertising industry produces thousands of ad banners every year often destined to be stored or destroyed upon the end of the campaign. It resulted in the accumulation of waste and costs for the companies and the community.

We decided to try to move the banners around the life cycle and observe them as a resource, not a byproduct. We came to realize our used advertising banners are a small adjustment away from becoming a serious rescue partner. We transformed these banners into purposeful backpacks and tailored bags, specifically crafted to suit the needs of Zagreb’s Fire Department and Croatia’s Mountain Rescue Service.

Every year 25.000+ m2 of used advertising banners undergo transformation to become a functional equipment and an integral part of emergency services’ day-to-day operations. We created channels to bring the equipment made of what was once considered a byproduct to communities and services, both professional and voluntary, throughout Croatia.