Cannes Lions

CHRISTMAS WRAPPING PAPER

LEO BURNETT TORONTO, Toronto / LEO BURNETT / 2015

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Presentation Image

Overview

Entries

Credits

Overview

Execution

To reach our final product this year, we explored shapes, printing methods, materials, graphic elements, and how each piece complements the whole. Materials were chosen to be durable, pliable, and versatile. One paper had scoring, and another edging, while the third was designed to be reused year after year. And because each gift is shaped differently, we tested dozens of scored patterns and sizes to ensure that the paper could perfectly wrap every package.

Outcome

The final outcome was a set of functional and beautiful wrapping papers, made to turn any gift into something much more. One paper is scored to wrap around sharp angles, one paper is near-endlessly reusable, and one paper is built of tiny triangles to hug any shape perfectly.

Together, they acted as proof that beautifully-designed packaging can elevate the perceived value of the product inside. In this way it mirrors our brand's function: to take our clients' already-great products or services, and frame them in a way that cost-effectively makes them more beautiful, more desirable, and more exciting.

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