The 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 need 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.


Over 3 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.

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