St Mungo's recreates viruses threatening homeless with 'infectious' wrapping paper

The plight of homeless people this Christmas has been highlighted through 'infectious' wrapping paper that is designed to look like snowflakes.

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The festive gift-wrap recreates a number of viruses that pose a risk to people sleeping rough, including the common cold, influenza and pneumonia. All proceeds will go to St Mungo's, a charity aimed at supporting those who are homeless or at risk of homelessness.

Brand: St Mungo’s

Client: Christine Mortensen, St Mungo’s fundraising team

Agency: WCRS

Creatives: Doug Fridlund and Mikael Alcock

Account director: Olenka Lawrenson

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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