M1 creates sustainable wrapping paper for festive season

Did you know that over Christmas, over 100 million bags of rubbish are sent to the landfill? Of this, an estimated three-and-a-half black bags per household are full of festive packaging, according to waste management company Biffa in the United Kingdom. That’s a whopping amount of damage to our environment that will carry on well past the festive season.

In an effort to help contribute to reducing the amount of waste generated over the holidays, global creative production company Media.Monks has partnered with telco brand M1 to launch a festive campaign to help people become more sustainable while still getting wrapped up in the excitement of Christmas gifting.

Considering that a large majority of Christmas paper cannot be recycled due to the weaker fibers found in these cheaper papers, according to Green is the New Black - a sustainability focuses media site, M1 and Media Monks have created an eco-friendly wrapping set to keep the fun experience of unwrapping presents while continuing to inspire people’s passion for sustainability. The wrapping paper design, printed on recycled paper, features a bespoke illustration with festive and sustainability motifs, showcasing Christmas-themed characters that embrace the themes of growth and sustainability.

This sustainable wrapping set can be repurposed into Christmas decorations while the gift tag is made from plantable paper.

The gift tag is also embedded with different plant seeds that will bloom once placed in the soil. “We wanted to take the tradition of gifting a step further by creating a gift that keeps on giving. A gift for your loved ones, the earth, and with this activation, a gift of life,” explained Herbert Pradjaja, senior creative at Media.Monks.

The creative approach to festive wrapping was a part of an eco-friendly Christmas theme which centered around M1’s in-store Trade-Up Bazaar in early December last year. A creative campaign was then launched to bring the eco message to life. The campaign included out-of-home messaging and targeted online ads. M1 stores were also decorated with festive messaging encouraging Christmas sustainability.

Alongside the wrap set, M1’s Mega Gift Guide was launched to encourage sustainable gifting to help customers find the best deals that will last beyond the festive season. The online ads were personalised specifically to important M1 customer groups, such as casual gamers, modern families, techies and fitspo groups.

The campaign comes shortly after M1 appointed Media.Monks to handle creative duties for a year, with the option to extend another year.

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