F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION
Entrant Company
DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency
DUVAL GUILLAUME Antwerp, BELGIUM
Media Agency
CLEAR CHANNEL BELGIUM Brussels, BELGIUM
Credits
Name
Company
Position
Geoffrey Hantson
Duval Guillaume NV
Creative Director
Katrien Bottez
Duval Guillaume NV
Creative Director
Jeremie Goldwasser
Duval Guillaume NV
Copywriter
Lennert Vedts
Duval Guillaume NV
Art Director
Patrick Clymans
Duval Guillaume NV
Account Director
Nathalie Rahbani
Duval Guillaume NV
Account Director
Jet Vervenne
Duval Guillaume NV
Account Manager
Ann/Sophie Maenhout
Duval Guillaume NV
Account Manager
Kris Hoet
Duval Guillaume NV
Strategic Planner
Sandraz Delrue
Clearchannel
Media Planner
Brief Explanation
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.
The Brief
Engage and activate people in the Christmas message and ‘Open happiness’ communication of Coca-Cola.
How the final design was conceived
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.
Indication of how successful the outcome was in the market
Hundreds engaged. Over 3 kilometers of wrapping paper was taken home in just one 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.