Cell C wanted a SIM pack that would stand out on a shelf where every telco looks the same. Most SIM packs are plastic blisters, binned before you’ve left the store. The answer was a pack with a second life. Once the SIM is out, it unfolds into a paper bag that fits your new phone’s box. A pack made to be thrown away became one people carry through the mall, taking the brand far beyond the point of sale.