Opportunity & Solution
We realised that, despite what many of us thought, most wrapping paper can’t actually be recycled.
This was a perfect opportunity to reduce waste and help everyone make a positive impact by doing less, not more.
So, with only 6 weeks until Christmas, #CutTheWrap was born: a social movement that encouraged everyone to adopt more planet-friendly alternatives to traditional wrapping paper.
With big plans for the future and a very short deadline, it was all hand s on deck for our team to kick-off the inaugural #CutTheWrap campaign.