Scrambling to find those last few Christmas presents, many of us forget the one thing that ties the whole holiday together – festive wrapping paper.
This past December, Coke paired with Belgian creative agency Duval Guillaume Modem to help ease the stress of the holiday by providing free gift wrap from a specially-designed Coca-Cola billboard.
Installed across shopping centres in Belgium’s largest cities, this interactive signage allowed people to tear off a square of wrapping paper to take with home with them.
Duval Guillaume Modem explains in their blog:
As the brand that stands for “Open Happiness”, Coca-Cola believes there’s no better time to open happiness than with Christmas. But to open happiness… you need to wrap it first. That’s why we created a billboard made entirely of wrapping paper.
Watch the video below to see people delighted by the gift of wrapping paper:
Source; Video: Duval Guillaume Modem