Today, Target unveiled six massive vinyl billboards in Times Square. The billboards were designed by four emerging artists, and according to Target, “capture the enthusiasm and vibrancy of New York and the Target brand.”

The billboards will come down at the end of October, but they won’t be dragged off to the landfill. Instead, the vinyl will be repurposed into 1,600 Anna Sui-designed handbags. The bags are selling for $29.99 on Target’s website, where buyers can choose which artist’s work will adorn their tote.

Target has found a clever way to recycle and repurpose its marketing dollars. It’s found a way to do more with less. 

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