Thousands of billboards are selling stuff. But ours isn’t.
Ours wraps up all the stuff the other billboards sell – for free.
What we did
We mounted a 100 x 7m piece of weather-proof wrapping paper on a billboard on the side of a building right in the shopping district. The paper came down into a pop-up store, where it was cut up and used to wrap everybody’s Christmas presents.
All through December we wrapped 2.100 gifts. We gave away 687 m2 of wrapping paper and 9,8 km of ribbon. The generous billboard had media coverage and was seen by basically everyone who passed by the Antwerp Tower that month.
Orange was happy with the massive awareness. And we were happy as well. We had a billboard that didn’t need to sell a single thing.
James Gambrill (AD) Karen Fonteyne (Copy) Tom Berth & Geert de Rocker (CD)