In a world where advertising is omnipresent and paper is a precious resource, the question arises: is paper being used responsibly? My work revolves around this question and explores the issue of paper overload in advertising, proposing creative solutions to a problem that affects not only sustainability but also the effectiveness of advertising messages. The city of Bilbao becomes the perfect setting for my project, as here I have captured a series of photographs, which demonstrate that there are alternatives to paper in advertising, such as stencils or templates, which allow you to generate the same element (poster, drawing…) several times.