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The Christmas holiday season lasts about a month. A product that can give retailers a five-day head start in that whirlwind season is a big deal. Wedge Plus is a foam product made specifically for growing poinsettias that produces mature, sellable plants five days faster than other growing methods—a real edge in the holiday foliage business. This campaign uses fictional stories of people who almost achieved greatness, but failed because of errors that cost them a critical five days. The use of vintage mementos, aged paper, and various scrapbook elements made the campaign stand out in a business saturated with bland messages.

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