Numerous campaigns over the years have given billboard vinyl a second life, and now Netflix joins in the fun with a fashionable effort in Spain supporting the docuseries I Am Georgina.
The show focuses on Georgina Rodríguez, fashion star, influencer and the partner of soccer great Cristiano Ronaldo. Last month, a giant billboard went up in Madrid advertising the second season—and now, the billboard is being cut up and made into a line of exclusive handbags.
Passersby have been encouraged to take a photo of the board and share it with the hashtag #DameunbolsoGeorgina (“Give me a Georgina bag”) along with an explanation of why you deserve one of the bags.
“Georgina is a cultural icon, and to launch the second season of her show, we had to do something that the world had never seen before,” said Saulo Rocha, chief creative officer at David Madrid. “Making a line of bags from a billboard we thought … that’s quite something!”
Actually, something similar has been done before—in 2009, when Target took the vinyl from its Times Square billboards and restyled it into 1,600 limited-edition tote bags designed by fashion icon Anna Sui.