Winners & Shortlists

WRAPPING PAPER

Short List
TitleWRAPPING PAPER
BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-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
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
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.