Title | WRAPPING PAPER |
Brand | THE COCA-COLA COMPANY |
Product/Service | COCA-COLA |
Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
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 |
Results and Effectiveness
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 more designs.
Creative Execution
We created specially adapted outdoor poster ads made entirely of specially crafted wrapping paper in 5 different designs. The poster allowed passers-by to tear off a piece of branded ‘Open Happiness’ paper to wrap their presents.
Insights, Strategy and the Idea
Bref: Engage and activate people in the Christmas message and ‘Open happiness’ communication of Coca-Cola.
Idea: 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.