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.

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.