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The Selfish Gift


Design: Wunderman Buenos Aires
Project Type: Produced
Client: Tarjeta Cencosud
Location: Buenos Aires, Argentina
Packaging Contents: Various
Packaging Substrate / Materials: Cardboard
Printing Process: Screen Printing

Tarjeta Cencosud is a credit card designed for low-middle-class families. Its main objective is helping them reach the wishes and needs of all the members of the family with the same budget.

Christmas is a very expensive season and families have to satisfy everyone’s requests with a tight budget. Parents have a hard-inner conflict: on one side they want to make their children happy. But on the other side they also want something for themselves.

Most of the time, parents end up spending lots of money on something that the kids will never play with. That’s because children have long preferred the box to the toy that came in it. That´s why we developed a limited edition of Christmas gift boxes that transformed into toys. So, when parents buy something for themselves, they could put it in one of these boxes and make everyone happy.

With the help of industrial designers, we developed 1.2k boxes of recycled cardboard that came with a die cut template of a dinosaur or a unicorn, and an instructive flyer inside. We deliver the boxes on retails and shopping malls to clients who did their Christmas shopping with Tarjeta Cencosud credit card.








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