Christmas Presence - 2degrees
Christmas is supposed to be spent with family and friends, but in a phone addicted world we seem to share more of the day with Instagram than with each other. By transforming a piece of paper 2degrees helped people make a truly meaningful gesture and give their loved ones what they really want for Christmas. Their presence. 

First we turned a full-page, double-spread ad space in the NZ Herald into wrapping paper. The gift-wrap illustrations were actually a comic, bringing to life the problem that this unique gift was designed to overcome.

 We then encouraged the 227,000 kiwis this reached to wrap their phone and gift it to their loved ones for the day (or even just an hour) as a symbol that they’d be present for this special occasion.  

 At a time like Christmas, when ads are usually encouraging you to buy, buy, buy, we used an adspace to help people to do the opposite and give away their most prized possession: their phone.  Transforming it into a fun, endearingly cost effective gift that helped people truly connect on Christmas Day.