Box the secure cloud based file sharing and collaboration system, was introduced to Eurostar in 2016. It's a very different way of working for a lot of people and a tricky period of adjustment was expected. And so a a campaign that's visually exciting and appropriate was adopted to create more a buzz around it.
Receiving a big present was the antidote to putting everything in a box. Naturally clouds, which also doubled as party balloons became effective graphic devices for info graphics and text frames.