Every Christmas parents head to Pacific Shopping Centres, choosing thoughtful presents for their nearest and dearest. And every year, kids go hunting for their gifts before Christmas morning, ruining the surprise and ruining Christmas morning. In fact, 71% of parents said that hiding presents contributed to higher stress levels in the lead up to Christmas.

So, Pacific Shopping Centres created a cardboard box with such extreme levels of boringness, it could make any toy invisible to tiny humans. Each box was made in a specially calculated 'boring brown' and stamped with dull words like 'toilet paper' and 'laundry powder'. Then, at gift wrapping stations, each toy was given its own boring box. Now parents can smuggle presents home and hide them in plain sight without any risk of being discovered. And that's how Christmas was saved, using a cardboard box

We created a cardboard box with the power to save Christmas - a box with such extreme levels of boringness, it could make any toy invisible to tiny humans. Each box was made in a specially calculated 'boring brown' and stamped with dull words like 'toilet paper' and 'laundry powder' and 'tomato paste'. Then, at gift wrapping stations, each toy was given its very own boring box.

No apps, no hashtags, no prototypes, no VR goggles. Using only single-colour printing and corrugated card, this 91c box kept kids' presents hidden until Christmas morning. Meaning the most wonderful time of the year, could stay wonderful. That's pretty astounding.

Boring boxes were sold for a donation to charity with the story was picked up by local news outlets resulting in a 158% increase in donations and a 147% ROI.

Now parents can smuggle presents home and hide them in plain sight without any risk of being discovered. And with 71% of Australian parents saying that hiding presents added to the stress of the silly season, these boxes saved Christmas for thousands Australian kids and parents.