- A Walmart shopping bag that turned into actual wrapping paper.

- Holiday designs were printed on the inside of hundreds of custom-sized Walmart bags.

- Perforated lines allowed customer to cleanly tear open the bag, invert it and use it to perfectly wrap his or her gift.

- The handles served as ribbon.

- Toronto area Walmart customers saved time and money and the environment was saved a little too.

- To minimize paper waste and to provide a perfect wrap, we created a custom-sized bag to fit the most common Walmart box.

- We chose a paper stock that was durable enough to hold items, yet pliable enough to serve as wrapping paper.

- Holiday designs were printed on the inside of limited edition

bags and handed out to hundreds of Toronto shoppers.

- Simple instructions in multiple languages guided shoppers to perforated lines that enabled them to tear and invert bags without using scissors.

- Shopping bag handles detached to serve as ribbon.

- All that was required was tape to complete the wrapping process

With no paid media and only $10,000 invested, we received nearly 100,000 earned impressions and got people talking and thinking positively about Walmart in a fresh and unique way that helped break through the marketing clutter of the holiday season.