Today’s news, tomorrow’s fish and chip paper – or funky wrapping paper, if you happened to be anywhere near the Instant Recycler in Hong Kong last week.

The Instant Newspaper Recycler is a Saatchi & Saatchi campaign designed to highlight the amount of giftwrap that’s used over Chinese New Year.

The idea was simple: Feed in some old newspapers, wait for 30 seconds, and it would spit out shiny sheets of wrapping paper, printed using silkscreen techniques over the newsprint. The worldwide icon for recycling was woven into the prints, further highlighting the sustainability factor.

Three limited edition prints were offered over the weekend of January 25-26 in Hong Kong’s East Point City, with people lining up to have a go themselves.