For those who are too impatient to wait until Christmas Day to unwrap gifts, Canadian Tire and Publicis Montreal devised a sneaky roll of wrapping paper with strategically placed rips. 

Designed to make it difficult to tell whether a gift has already been partially unwrapped ahead of time, “Under Wraps” gives consumers the chance to satisfy their curiosity and peek at a gift without leaving a trace.

The “Under Wraps” wrapping paper is available in Canadian Tire stores around Quebec. All proceeds from the wrapping paper goes towards the Jumpstart Foundation, which helps children to overcome financial and accessibility barriers to participating in sports. The gift wrap is being promoted in-store with a POS display. 

“The creative strategy was to find an innovative yet simple and cost-effective method to increase donations to the Jumpstart/Bon Départ Foundation during peak donation season,” says Patrice Racette, Quebec marketing and merchandising manager at Canadian Tire.

“Our goal with ‘Under Wraps’ was to reignite that spark of childlike wonder and excitement,” Publicis Montreal creative director Melissa Charland says. “It all taps into the nostalgia of holidays past, special moments and traditions we carry with us. We’re bringing back the fun, the anticipation and the magic of the holidays.”