Switzerland

ABOUT

Developed from 100% recycled materials, Serge Ferrari’s printable membrane Seemee Loop Frontlit was chosen by the BKW Group for their sustainable qualities to make advertising banners for the Alpine Ski World Cup. Following the principles of upcycling, the banners were then reused to manufacture ski boot bags.

Advertising along the slopes of Adelboden

On Saturday 7 and Sunday 8 January 2023, the renowned ski resort of Adelboden, located in the Canton of Bern, Switzerland, hosted one of the legs of the Alpine Ski World Cup. The world’s leading ski competition began in October last year in Austria, with its final event scheduled to be held in Soldeu, Andorra, in March.

Switzerland-based energy giant BKW Group has long been a champion of a strong sustainability ethos. As a partner of the winter sports federation Swiss Ski, the company is committed to playing its part for the preservation of the mountain by contributing to research into innovative solutions through its dedicated ‘Snowstainability’ Fund. The BKW Group is also a strong supporter of mountain sports and an official sponsor of the Alpine Ski World Cup — as such, it was given advertising space for printed banners along the slopes of the courses and around the finish areas.

Banners printed on Seemee Loop for more sustainable advertising

This year, in line with its environmental commitments, the BKW Group has opted to use only advertising products manufactured from 100% recycled materials. The banners were printed on Seemee Loop Frontlit membrane, made from 100% recycled yarn from used plastic bottles, and 100% recycled polymers from post-consumer waste. Serge Ferrari Group’s Seemee Loop is a range of PVC-free and phthalate-free second-generation solutions dedicated to large-scale advertising with reduced environmental impacts. It is an innovative solution developed specifically for brands looking for options to communicate more sustainably.

In total, close to 8,000 sqm of Seemee Loop Frontlit were printed for the event using water-based latex inks, and displayed along the slopes of Adelboden.

Rethinking end-of-life disposal for advertising banners

Advertising banners used during ski competitions may be changed every three to five years, so end-of-life disposal is an important issue to address. The BKW Group has found a solution to this problem through an upcycling approach. Instead of being simply discarded, old banners are transformed into ski boot bags and toiletry bags, which are then gifted to members of the audience drawn at random. These exclusive items and accessories are manufactured locally by a company based in Switzerland.

This solution means that products already manufactured from 100% recycled materials are now being used to give life to new items. In addition to saving scarce natural resources, this also offers an opportunity for brands to create original promotional objects and accessories that truly honour their sustainable commitments.

Project participants :

End client: BKW Group
Printer: Bellutti
Advertising company: G+P Creative GmbH
Copyright: G+P Creative GmbH