Media.Monks & M1 Create Sustainable Answer to Festive Gifting

Addressing the issue that a lot of Christmas wrapping paper can’t be recycled.





To wrap up 2022 Media.Monks created a festive campaign to help people become more sustainable, while still getting wrapped up in the excitement of Christmas gifting.

Alongside its partner M1, Media.Monks created an eco gift wrapping set, to keep the fun experience of unwrapping presents but to inspire people’s passion for sustainability.

Among all the fanfare of the tinsel, toys and treats, Media.Monks realized there needed to be a creative solution to a surprising problem – a lot of Christmas wrapping paper can’t be recycled.


According to Green is the New Black, this is because fibers found in cheaper papers are not strong enough to be recycled. At the same time, decorative additives, such as dyes, glitters and lamination, also get in the way. There needed to be a way to bring goodness back into gifting.

This unwrapped the idea for M1’s sustainable wrapping paper set, which is reusable in multiple ways. The wrapping paper can be repurposed into Christmas decorations, while the gift tag is made from plantable paper. The gift tag is embedded with different plant seeds that will bloom once placed in the soil. It’s the gift that keeps on growing!

“We wanted to take the tradition of gifting a step further by creating a gift that keeps on giving. A gift for your loved ones, the earth, and with this activation, a gift of life,” explains Herbert Pradjaja, Senior Creative at Media.Monks.


The wrapping paper design, printed on recycled paper, features a bespoke illustration with festive and sustainability motifs, showcasing Christmas-themed characters that embrace the themes of growth and sustainability.

The creative approach to festive wrapping was a part of an eco-friendly Christmas theme, which centered around M1’s in-store Trade-Up Bazaar in early December.

A creative campaign was launched to bring the eco message to life, including Out-of-home messaging and targeted online ads. M1 stores are also decorated with festive messaging encouraging Christmas sustainability, after all, ‘tis the season to be eco-friendly.

Alongside the wrap set, M1’s Mega Gift Guide was launched to encourage sustainable gifting and help customers find the best deals that will last beyond the festive season. The online ads were personalized specifically to important M1 customer groups, such as casual gamers, modern families, techies and fitspo groups.

The Staff

The Staff

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