JBL

Every year, 4 million tons of wrapping paper are discarded. That's equivalent of 40 million trees lost. As part of a global pitch I helped convert, we flipped this wasteful tradition on its head and created an idea that not only won awards, but also became a replicable CSR act across markets. Instead of wrapping gifts, we invited people to rap them.

Through a dedicated website, users could choose a custom rap for their recipient. A unique link was then generated and shared; eliminating the need for physical wrapping paper altogether. Sustainable, personal, and entirely digital.