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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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