'Yapping Paper' turns Christmas gifts into a cause for paws

If you've ever wondered: In the woodlands, Christmas is a time of twinkling frost, rustling leaves, and the sound of carol-singing birds perched high on snow-dusted branches. Ad Nut spends the season hoarding acorns, hanging tiny ornaments on its favourite oak, and wondering why humans insist on calling it a 'silent night' because have you ever been to a squirrel party?

Yet, beyond the nut nog and festive cheer, Ad Nut knows that some creatures don’t have it so easy—like the murderous beasts roaming the streets of many-a-city. Enter McCann Singapore and Save Our Street Dogs (SOSD) with 'Yapping Paper,' a campaign so adorable it even had Ad Nut squeaking with delight.

'Yapping Paper' is no ordinary wrapping paper. Designed with real shelter dogs front and centre, each sheet transforms your Christmas presents into a meaningful message—and a donation point. Every wagging tail and (some even say soulful) pair of eyes printed on this paper serves as a reminder of the pups waiting for their second chance at life. 

The rolls are being sold at Pet Safari outlets, vet clinics, daycare centres, grooming parlours, and festive pet markets from December 16, which is smart targeting—who better to buy this than humans already obsessed with their own furry companions? But here’s a missed trick: Why no online sales? With humans scrambling for last-minute presents and wrapping paper, a digital option could’ve turned impulse buys into even more donations. McCann, take note: Squirrels understand convenience, which is why our hoards are strategically placed for quick winter access. Apply the same logic here!

What Ad Nut loves most about 'Yapping Paper' is its simple brilliance. Wrapping paper is inherently wasteful—humans tear through it faster than squirrels through a nut shell. But this flips that narrative, turning it into something that sparks joy and makes a difference. Dan Parmenter, McCann’s creative director, calls it a way to make ‘a wasteful medium do good,’ which Ad Nut absolutely agrees with. But while the sentiment is spot-on, Ad Nut’s eco-conscious tail is twitching—what about sustainability? It would’ve been extra paw-some if the paper was made of recycled materials.

Now, if someone could create 'Squirreling Paper' for next year featuring this nutty little woodland critic as the star, Ad Nut would consider it a Christmas miracle. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.