The high durability Polyethylene (PE) material, which is available in widths of up to 3.8m, is available in white and silver and is reusable and lightweight - from 90m2.

Piotr Wirpsza of Digital Brothers said: "This substrate has many advantages compared to paper or PVC; a 6m by 3m billboard made from this material would weight only 1.9kg.

"Whereas the same size billboard made from PVC would weigh 10kg, enabling a significant reduction in shipping and storage costs. It can also be used multiple times."

The Poland-based company is the exclusive distributor for the Polyethylene material, which is manufactured by Canadian company Fabrene, in continental Europe and the Middle East.