• Goods & Services Branding Holiday Crackers

    Creative Agency: Goods & Services Branding
    Creative Direction: Carey George and Sue McCluskey
    Content: Mike Barber and Dylan Schoenmakers Design: Kristine Planche and Sarah Rafter
    Production: Derek Moxon App development: Jeff Denham
    Project Management: Jess Arnold and Alexandra Montgomery
    Printing: Flash Reproductions
    Project Type: Produced, Commercial Work
    Location: Toronto, Canada
    Packaging Contents: Holiday Crackers and prizes
    Packaging Substrate / Materials: Paper: Lynx cover and text
    Printing Process: Offset, die-cutting

    Every year, Goods & Services agency creates a festive holiday gift for our clients; for 2016, our creative team decided to have some fun with holiday crackers.

    So we searched the globe to capture the most unusual “giving” holiday creatures. Each cracker includes a story that is unique to its character. Tío De Nadal, a friendly log found in Spain, is beaten with a stick by children on Christmas eve until it poops out small presents. Yule Cat, a notorious feline native to Iceland, pounces and gobbles up farmhands who haven’t finished their winter’s work. Kallikantzaroi, a southeastern European goblin, creates mayhem during the 12 days of Christmas, by souring milk, terrorizing farm animals and generally being a nasty menace. The final character, Namahage, is a New Year’s ogre who storms into Japanese families’ homes and can only be placated by tasty treats.

    To complete the experience, we created an online “click” game app featuring the characters, with an addictive high-score notification and results messages such as, “you’ve disappointed everybody.”

    The gift components included:
    · Octagonal box
    · Four crackers
    · Four crowns
    · 12 button prizes—three for each character
    · Online “click” game app

    What's Unique?
    Holiday crackers generally rely on typical Christmas decorative designs. For this project, we wanted to create a concept that both integrated the story of the characters with each other, and also integrated all of the components (prizes, crowns, etc.) into a cohesive package.

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