The Little Red Company
That’s a wrap on Australia’s biggest Christmas present
RSL Art Union
Charity
Bringing the festive cheer after a whirlwind of a year
Australia was in dire need of festive cheer at the end of 2020, so we took it upon ourselves to hand-deliver an unforgettable gift – Australia’s largest prize home.
Bestowing this RSL Art Union prize with the grandeur it deserved, Aruga commissioned the internationally renowned Urban Art Projects (UAP) to gift-wrap the five-storey apartment block as Australia’s Biggest Christmas Present.
Aruga not only achieved national coverage, we quite literally stopped traffic and people in their tracks with this eye-catching façade.
Tickets in the RSL Art Union prize home lottery sold out and the draw ultimately changed the life of one lucky Aussie, just in time for Christmas. Ho, ho, ho!
Results
113
media clips
82
TV clips
4.07M
audience reach
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Aruga’s experts did the groundwork to create an eye-catching creative campaign that grabbed people’s attention and got them talking.
Tapping into our little black book, Aruga engaged the professionals at UAP to do what they do best: translate our festive vision from still life into real life.
Leveraging the Christmas season to capture national media attention with two key moments: wrapping up Australia’s biggest Christmas present and letting the winner unwrap it on Christmas Eve.
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