Billboards into bags

Chevrolet takes recycling to the next level.

Back in September, General Motors launched a big campaign for the Chevrolet Cruze that included billboards, transit shelters, bus wraps and station dominations. But when the campaign was over, instead of shipping the materials off to landfills, GM decided to do something with them and partnered with Totem Bags to create messenger bags, laptop sleeves and totes by mixing the vinyl with recycled seatbelts and bicycle inner tubes. And in our humble opinion, anything made out of inner tube is a-okay.


client: General Motors
agency: MacLaren McCann
creative director: Sean Davison
group CDs: Frank Lepre/Joe Musicco
art director: Arron Isaac
copywriter: Natalie Greenspan
account supervisor: Kristina Allinson/Marc Michaels
designers/manufactures: Totem Bags
public relations: Jill Thomas Myrick