Rather than just design a paper bag in which guests attending a corporate anniversary celebration could carry a lovely collection of door gifts as was the brief, we thought perhaps it might be more prudent to make said bag the gift itself. Thus, we were able to turn a simple event into a brand-building opportunity with creation of a door gift that truly embodied the company's heart and soul innovation.

Upon closer inspection guests discovered that the bag also doubles as a rather pretty lampshade complete with bulb and power cord.

The entry showcased in a clear and unequivocal manner that innovation is the core brand value of Siemens. This coupled with its actual functionality meant it also engendered significant retention value.