This simple, but totally effective 'Wave Gift Card' by Evelio Mattos and John Turner of Design Packaging puts a whole new spin on print as an advertising medium. The concept behind the card was to give print a 3D life so that it would better resemble the waves of the ocean. Designed for Quiksilver, the card exemplifies Evelio Mattos and John Turner's ability to step out the box. Something about this gift card makes me want to sit in the summer sun, or put on a bathing suit and try my hand at surfing.

The 'Wave Gift Card' is still a concept; however, it can be viewed at Design Packaging Inc.

Implications - The advertising industry is going through a massive change right now. The rise of online media is something that many traditional advertising agencies struggle with; however, there is a happy compromise found in the use of "printeractive," providing a way for agencies to work with a more familiar medium, yet still imbue the same element of interactivity that makes online advertising so attractive to consumers.