Back Market upcycles old billboards into garden growbags, promoting sustainability and circular economy through a partnership with Life After Ad and local urban farms.

Back Market Launches Eco Initiative to Promote Circular Economy and Sustainability

In an era where sustainability is more crucial than ever, refurbished tech platform Back Market has taken a bold step toward promoting environmental consciousness. Through a creative and impactful initiative, the brand has upcycled one of its old out-of-home billboards into a symbol of eco-consciousness, setting an inspiring example of what the future of advertising and waste management could look like.

This innovative move aligns perfectly with Back Market's overarching mission to promote a circular economy, a concept focused on minimizing waste, reusing resources, and reducing the impact of consumerism on the environment. In a world where e-waste is an ever-growing problem, Back Market is committed to giving tech products a second life and encouraging consumers to think sustainably.

A Creative Collaboration with Life After Ad

Back Market has joined forces with Life After Ad co-founder Patrick Vernuccio, affectionately known as the Frenchie Gardener, to reimagine the billboard’s purpose. This collaboration has led to the transformation of a large advertising space in Peckham, London, into something entirely new: a garden growbag. By upcycling the billboard into a functional and sustainable piece of urban agriculture, Back Market and Vernuccio have proven that creativity and sustainability can go hand in hand.

Together, they filled the growbags with locally sourced compost and a selection of plants, creating a resourceful and eco-friendly solution to a common problem: the disposal of old advertisements. As part of the project, gardeners Tayshan Hayden-Smith and Jack Hodgson helped distribute the growbags to Hackney City Farm, an organization committed to fostering environmental sustainability and promoting urban farming. The bags were then used to establish a “mini food forest,” where local communities can benefit from the growth of edible plants and learn about the importance of urban agriculture.

The project not only highlights the versatility of upcycling but also encourages a deeper understanding of how advertising materials can be repurposed in ways that are both innovative and sustainable.

Bringing Circular Economy to Life

The head of brand at Back Market, Luke Forshaw, emphasized the importance of the collaboration, stating:
“Partnering with Patrick Vernuccio and Life After Ad has been an exciting opportunity to bring our shared values to life. At Back Market, we’re dedicated to fostering a circular economy, and this initiative truly embodies that commitment. Repurposing our old OOH ads into grow bags gives them a new beginning, just like our refurbished tech, and we’re incredibly excited to see the generation of the future learning how they can continue this mission.”

This partnership is a perfect example of how businesses can use their platform to lead by example. It showcases the power of sustainability through circular thinking and highlights the potential of advertising materials to serve a greater purpose beyond their initial use.

A Documentary on the Transformation Journey

The entire journey of transforming the old billboard into a functional, life-giving growbag has been captured in a documentary-style film. The film follows the process from the dismantling of the billboard to the planting of the mini food forest, showcasing the impact of upcycling and the joy of seeing waste transformed into something beautiful and useful.

The documentary will be available on Patrick Vernuccio’s YouTube channel and his social media pages. In addition, Hayden-Smith and Hodgson will share the film on their platforms to further spread the message of sustainability and creativity. The documentary will serve as a source of inspiration, not only for those interested in the circular economy but also for anyone looking for ways to make a positive environmental impact.

Inspiring the Next Generation

In addition to the upcycling project itself, Back Market is committed to involving the younger generation in the sustainability conversation. As part of the initiative, the company will host a hands-on workshop with a local primary school at Hackney City Farm. This workshop aims to teach children “the environmental power of small actions” and empower them to take responsibility for the world around them.

By engaging children in such an interactive and educational experience, Back Market hopes to inspire the next generation of eco-conscious individuals. The future of sustainability lies in the hands of the younger generation, and it’s crucial that they understand the importance of small, everyday actions that can make a big difference in the long run.

Patrick Vernuccio's Vision of a Circular Future

Patrick Vernuccio, the co-founder of Life After Ad, shared his vision for the initiative, emphasizing the importance of transforming waste into something meaningful. He said:
“Life After Ad is about finding new, creative ways to transform waste into something meaningful. Through this initiative, we’re challenging the industry to rethink its environmental impact and enact genuine change. The partnership with Back Market was a natural fit, as they are deeply committed to extending the life cycle of electronics and reducing e-waste – a mission that aligns with our goal of promoting circular thinking, reconnecting people with nature, and inspiring urban farms.”

Vernuccio’s words echo the sentiment that creativity can drive change, and this initiative is a testament to the power of rethinking waste. By repurposing advertising materials in such a practical and environmentally beneficial way, Back Market and Life After Ad have demonstrated how waste can be transformed into something that benefits both people and the planet. This partnership challenges the industry to do more, encouraging others to rethink their environmental impact and consider the potential for upcycling in their own campaigns.

A Call for Industry-Wide Change

This initiative sends a powerful message to the advertising and tech industries. By repurposing a billboard, Back Market and Life After Ad have taken a stand against the environmental damage caused by waste and have proven that businesses have the power to enact meaningful change. As the initiative unfolds, it continues to spark conversation about the potential for sustainable practices in both advertising and tech.

Together, Back Market and Life After Ad have not only demonstrated how creativity can be used to tackle environmental challenges but also provided a tangible example of how small actions can lead to bigger changes. This project is just one step in the ongoing journey to create a more sustainable and circular world, and it serves as an inspiring reminder that every piece of waste holds the potential to be repurposed into something truly meaningful.

Billboard / Outdoor Advertising Locations

Discover BMOutdoor: Billboard Advertising in US and Canada!

Why choose BM Outdoor for your outdoor advertising?

  • Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
  • Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
  • Affordable for all: We offer options that fit all budgets and types of businesses.
  • Sales team at your service: Our passionate sales team is ready to help you achieve your goals.

Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Outdoor advertising services:

    Outdoor Advertising Options

    Billboards

    Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.

    Billboard

    Billboard

    View More
    Digital Billboard

    Digital Billboard

    View More
    Wallscape

    Wallscape

    View More
    Digital Wallscape

    Digital Wallscape

    View More

    Posters

    Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.

    Poster

    Poster

    View More
    Junior Poster

    Junior Poster

    View More
    Digital Poster

    Digital Poster

    View More

    Transit Advertising

    Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.

    Transit Shelter

    Transit Shelter

    View More
    Digital Transit Shelter

    Digital Transit Shelter

    View More
    Bus Advertising

    Bus

    View More

    Specialty Advertising

    Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.

    Mural

    Mural

    View More
    Kiosk

    Kiosk

    View More
    Bike Share

    Bike Share

    View More
    Airport

    Airport

    View More
    Urban Panels

    Urban Panels

    View More

     

    Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign

    Files