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Canadian Tire - Under wraps
Brief
Find an original way to invite the public to donate to the Canadian Tire Foundation for Vulnerable Families, during the most popular period for donations. And to do it with as little budget as possible.
Idea
Here is Under Wraps: a wrapping paper innovation for the holiday season’s most inquisitive giftees. Combining festive patterns with strategically placed 'rips,' it makes it hard to tell whether a gift has been sneakily unwrapped ahead of time.
Credits
Creative Direction, Co-Art Direction
Agency: Publicis Montréal
Illustrator: Benoit Tardif
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