For some people, Christmas has become a celebration of giving. PAX wanted to turn the attention to the real message of Christmas: peace on earth for everyone. This is how the idea of repackaging Christmas gifts was born. In special PAX paper with a real Christmas message of peace. 
Vincent Bijlo, Abdelkader Benali, and other Dutch celebrities wrote short messages of peace. We created beautiful gift wrapping paper with them. During the final shopping days before Christmas, PAX teams repackaged Christmas gifts for free right in front of the Bijenkorf department store and other shops. Peace. Are you in?
Impression of the rePAX-ing campaign.
Gift wrapping paper with a real Christmas message.
PAX in action on the Rokin, downtown Amsterdam.
Client: PAX - agency: Mach1 - concept: Huib Maaskant, Raymond Oostveen - copy: Huib Maaskant - art: Raymond Oostveen - design: Luca Boscardin - PR: Heidi Kuiper.

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