Walk down any gift card rack and everything starts to look the same. Rows of flat plastic cards, each one competing for attention and losing. Hotels.com needed a gift card that didn't just sit on the rack, it needed to be the one people reached for.

The solution was to make the gift card feel like a gift in itself. Two custom die-cut designs, a suitcase and a bed, turned familiar travel imagery into playful, tactile objects that made the act of giving feel as exciting as the trip itself.