Executive Summary
Our 3D pop-up advent calendar for M&M's was the result of an in-depth, collaborative process with Mars Wrigley's brand innovation team. It derived from a key consumer insight that traditional advent calendars quickly become ripped, dog-eared and tatty as Christmas Day approaches. By exploring the role that advent calendars play in the Christmas ritual, with the witty and sociable brand character of M&M's, we were able to create an innovative and interactive pop-up advent story that builds throughout December. The added value resulting from an innovative design approach has demonstrated the potential for a new premium sector within...