The brief for this project was to design a circular solution for an existing design issue. These designs are part of a broader collaborative campaign to reduce celebratory waste in Australia. They feature facts and statistics intended to confront audiences while still being visually interesting and appealing to a wide demographic.

Wrapping paper is an outrageously wasteful product. It is made to be disposed of pretty much immediately and is almost never disposed of correctly, due to general lack of public understanding, especially in regards to plastic and paper contamination.
This campaign was directed generally to members of the Australian public, as gift wrapping is such an integral part of our celebratory culture. This is why most of the designs were formatted for transit ads and shopping centre billboards. The instagram posts were designed specifically for those who are more focused on gift presentation, as social media is often used as a source of inspiration for creative people.

In order to reach a broad audience, the main campaign featured neutral colours, themes and language. As gift wrapping is such an integral part of our celebratory culture. This ad campaign considered the cultural and social importance of wrapping paper in Australia, providing solutions to consumers alongside messages to encourage change.
As Christmas has a particular impact on the wrapping paper waste produced in Australia, each ad has a Christmas variant with relevant alterations for statistics and a more festive design.