DesignDine's picture
1313 pencils

How people will understand it? by unwrapping it?

andreasosterlund's picture
25 pencils

Yes and every single unit got unwrapped. Which we counted on. ;)

venom_elite's picture
772 pencils


How are people meant to get the gag.

If I saw this wrapped I would just think it was a really weak ambient. I wouldn't unwrap it.

Unwrapped it's just another boring translite ad.

How many people are actually going to be exposed to the unwrapping? Like 3?

Dictatura's picture
3 pencils

what the f*ke?

Klara K.'s picture
Klara K.
3343 pencils

It looks great and christmasy and I get the idea. But it doesn't have that "wow" moment - vast majority of people see it either wrapped or unwrapped, not both. And if they see them both, they might not make the connection that they belong together.

jmills25's picture
12 pencils

This is great!!... Using human curiosity to and to the word of mouth. I would of love or still would like to see a stop-motion or sped up hidden camera on these billboards... Just one way to increase the impact of the promo and turn it into a viral hit.

andreasosterlund's picture
25 pencils

Yes it did work. People did understand. I think I need to be clearer about the whole campaign. Of course we had an local online campaign together with a competion on Facebook. We had christmas-gifts hidden all over the city. And released a clue where the "treasures" were hidden, one at a time. And the online-banner unwrapped itself. Whe had lots of Santas delivering folders to bystanders and so on... So believe me it did work! Karlstad is a rather small town so a campaign like this get noticed.

Lisbon freak's picture
Lisbon freak
492 pencils

Ouch. Not sure at all.

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