Cannes Lions

POSTER TURNED INTO WRAPPING PAPER

DUVAL GUILLAUME, Antwerp / COCA-COLA / 2014

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Overview

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Credits

Overview

Description

To engage with Christmas shoppers and in line with its ongoing ‘Open happiness’ campaign, Coca-Cola created outdoor poster ads made entirely of specially crafted wrapping paper. Because in order to open happiness, you have to wrap it first. The poster allowed passers-by to tear off a piece of branded ‘Open Happiness’ paper to wrap their presents. The billboards were installed in the shopping malls of Belgium’s largest cities during the Christmas Shopping season.

Execution

To engage with Christmas shoppers and in line with its ongoing ‘Open happiness’ campaign, Coca-Cola created outdoor poster ads made entirely of specially crafted wrapping paper. Because in order to open happiness, you have to wrap it first. The poster allowed passers-by to tear off a piece of branded ‘Open Happiness’ paper to wrap their presents. The billboards were installed in the shopping malls of Belgium’s largest cities during the Christmas Shopping season.

Outcome

Thousands engaged. Over 3 kilometers of wrapping paper was taken home in just 1 weekend. Proving that ideas don’t have to be digital to be interactive and engaging. And because the action was so well received, Coca-Cola decided to have their wrapping paper pop up on other occasions too, with more designs.

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2023, MORINAGA & CO.

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