The Poster That Turned Into Wrapping Paper
Coca-Cola
Issue 30 | March 2014
Agency
Duval Guillaume
Creative Team
Creative team Jeremie Goldwasser Lennert Vedts Creative Directors Geoffrey Hantson Katrien Bottez
Production Team
Designer Bart Janvier
Other Credits
Clients Gae¨tan Van de Populiere Robin De Brujin Perrine Blauwens Account Team Nathalie Rahbani Jet Vervenne Anne-Sophie Maenhout Media Sandraz Delrue at Clear Channel
Date
December 2013
Background
As the brand that stands for "Open Happiness", Coca-Cola believed there was no better time to open happiness than at Christmas. But to open happiness you need to have wrapped it first.
Idea
When Christmas was only a few days away, posters were installed in the shopping malls of Belgium's largest cities made entirely of wrapping paper. Passers- by were encouraged to tear off pieces of the branded paper to take home and wrap their presents in. The line "Open happiness" was printed on the paper because it described how every parcel was now a present waiting to be given.
Shoppers reactions to the posters can be viewed on YouTube 'Wrapping Paper'.
Results
Over three kilometers of wrapping paper was taken home in just one weekend proving that you don't need to be digital to be interactive and engaging.
Our Thoughts
Just when I thought I really had finished selecting and writing comments, this idea from Belgium arrived in my inbox.
There were four separate submissions for Coca-Cola to this issue of Directory from the four corners of the globe.
It is an indication of how rich the “Open happiness” proposition is.
If we are all happy with Coca-Cola’s marketing involvement with Christmas (which kicked off in the early 1930s when Swedish artist Haddon Sundblom started drawing ads for Coke featuring a fat Santa in a red coat trimmed with fur and secured with a large belt), then this is a lovely example of brand activation.
I like the fact that it wasn’t just the usual one off placement to get PR and social sharing but a number of installations.
I’m sure there was lots of social chatter because it is such an innovative idea. Now, whether your nearest and dearest would all have been thrilled to get their gifts wrapped in Coca-Cola wrapping paper is another matter!