I was digging through my photos from the past few weeks and came across this genius idea. The San Jose Mercury News, the day before Christmas, printed a full-page-spread of wrapping paper. Cute, penguiny, generic but unique wrapping paper. There’s the automatic association between cuteness, friendliness, and the paper. It’s one of those “aww… how nice of them” moments. The big question is, how do you get that same moment when content is branded? what does it take? I’m not sure yet myself.
