CarbonTool, part of the BuildGreen ecosystem, and Ateliere Fără Frontiere, through its remesh workshop, announce the results of a comparative analysis showing that reusing advertising materials (PVC mesh/banner) through upcycling can reduce greenhouse gas emissions by approximately 6–7 times compared to the conventional scenario.
“The comparative analysis carried out in partnership with Ateliere Fără Frontiere represents a scalable model for the advertising production industry, which can be replicated and adapted by companies according to their own workflows, materials, and operational constraints,” said Răzvan Nica, CEO and founder of CarbonTool and BuildGreen. “Beyond the results, the project demonstrates how sustainability and business performance can work together. Our role is to transform carbon footprint measurement into a practical tool, based on comparable data, that supports emission reductions and process optimization,” he added.
In a Romanian media market that exceeded €840 million in 2025, the Out-of-Home (OOH) segment continues to grow. Last year, the segment increased by 5% compared to 2024, reaching €49 million. In this expansion context, the volume of advertising materials (PVC) represents a climate impact challenge, and quantifying this impact becomes essential to identifying solutions with real effect. According to the comparative analysis conducted by CarbonTool and Ateliere Fără Frontiere, the conventional scenario has a total footprint of 2.41 kg CO₂e/m², while the remesh upcycled option reaches 0.36 kg CO₂e/m² — a reduction of approximately 85%.
“This study shows that the circular economy is not a theoretical concept, but a functional, scalable, and measurable model. Moreover, the data provided regarding carbon footprint reduction can be directly integrated by companies into ESG reports, decarbonization strategies, and stakeholder communications, starting from simple procurement decisions such as purchasing promotional products for partners and employees,” said Lorita Constantinescu, Development Director of Ateliere Fără Frontiere.
Raw Materials Account for 63% of the Carbon Footprint
The analysis aimed to quantify greenhouse gas (CO₂e) emissions associated with transforming used advertising materials into new, functional products such as bags, backpacks, wallets, tote bags, and accessories sold via the remesh.ro platform.
The results indicate that in the conventional production scenario, raw materials are the main contributor to the carbon footprint, generating 1.53 kg CO₂e/m² — approximately 63% of the total 2.41 kg CO₂e/m². In this case, climate impact is dominated by material production, and reducing the use of virgin raw materials becomes the most effective decarbonization lever in advertising production.
In the remesh (upcycled) scenario, the total footprint is 0.36 kg CO₂e/m², within a production model based on reusing existing PVC banners and using small amounts of auxiliary materials such as zippers, thread, and fastening elements. In this scenario, printing has a zero carbon footprint because the reused material has already been printed.
Although transport generates more emissions in the upcycling scenario compared to the conventional production scenario (0.16 kg CO₂e/m² vs. 0.09 kg CO₂e/m²), due to collection from multiple locations and additional logistical flows, the absolute contribution remains low and is offset by major savings achieved by avoiding virgin PVC production and eliminating the printing stage. In practice, material collection is optimized by picking up banners alongside other waste streams, reducing the number of dedicated trips.
Methodology
The analysis applied life cycle assessment (LCA) principles and reports results per 1 m² of advertising PVC material to ensure comparability between scenarios. The following relevant stages were included in the calculation: raw materials, production process, printing, transport, and end-of-life. The use phase was not considered, as conditions are similar for both scenarios.
About BuildGreen & CarbonTool
BuildGreen is one of the sustainability leaders in Central and Eastern Europe. The company specializes in sustainable design, carbon neutrality, decarbonization, audits, and sustainability certifications such as LEED, BREEAM, and other similar international systems. With offices in Bucharest and Prague, BuildGreen has an impressive portfolio covering over 10 million square meters of high-quality properties across the region. Founded in 2010 by Răzvan Nica, BuildGreen was the first company in Romania to provide green building certification services and has earned a reputation as a trusted partner, delivering over 500 certifications for renowned developers and asset managers in Central and Eastern Europe.
CarbonTool is an all-in-one platform that helps companies measure, manage, report, and reduce their carbon footprint. By providing tools for emissions monitoring, target setting, and ESG reporting, it supports companies in making informed and sustainable decisions while reducing their environmental impact. CarbonTool can integrate software automation solutions for processes and operations, including accounting management, ERP, CRM, administrative resource management programs, and BMS (business management systems).
For more information, visit https://build-green.eu and https://carbontool.com
About Ateliere Fără Frontiere
Ateliere Fără Frontiere is a socio-professional integration NGO that creates jobs for vulnerable individuals and develops economic activities with social and environmental impact. Through its workshops — educlick, remesh, logietic, and bio&co — the organization combines the social economy with the circular economy, offering concrete solutions for inclusion, waste reduction, and sustainable development.
remesh is the organization’s tailoring workshop, with Authorized Protected Unit status. Here, advertising banners and meshes are transformed into useful products — bags, backpacks, tote bags, accessories, and customized promotional items — through a real production process carried out by people with disabilities and individuals from vulnerable groups. The workshop operates as a trusted B2B partner, offering customized products, traceability, and measurable social impact.