| Title | WRAPPING PAPER |
| Brand | THE COCA-COLA COMPANY |
| Product/Service | COCA-COLA |
| Category |
C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Media Agency
|
CLEAR CHANNEL BELGIUM Brussels, BELGIUM
|
Credits
| 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 |
| Anne/Sophie Maenhout |
Duval Guillaume NV |
Account Manager |
| Kris Hoet |
Duval Guillaume NV |
Digital Strategic Director |
| Sandraz Delrue |
Clearchannel |
Media Planner |
The Brief
Engage and activate people in the Christmas message and ‘Open happiness’ communication of Coca-Cola.
Creative Execution
The Christmas period is a time where Coca-Cola as a brand traditionally adds some magic to the Christmas atmosphere. It's the perfect moment to reinforce their 'Open Happiness' campaign. So this year the client asked us to come up with an impactful activation campaign within the Open Happiness concept .
Describe the creative solution to the brief/objective.
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.
Results
Thousands 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 even more designs.