Agency Duval Guillaume created a billboard made out of gift wrap to engage with holiday shoppers.

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.

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