Global advertising initiative, #MerryCritmas, is back for the third year running to pair up young creatives with hot-shots in the industry.
The premise of the scheme is simple: young creatives upload their portfolio via the Merry Critmas website to 'get roasted.' They are then connected with a senior creative in the industry, who have signed up to 'roast a creative' by giving them a book crit.
Since the initiative began three years ago, there have been over 500 crit matches worldwide, and this year it won one of The Drum's Chip Shop Award for Best Social Campaign.
To launch this year's festive feedback campaign, Merry Critmas has partnered with the Bank of Creativity, Trunk and Gas Music, to produce a parody of Slade’s Merry Christmas Everyone staring Father Critmas himself.
Alongside The Drum, Merry Critmas is supported by Nabs and Unity Radio. One Minute Briefs and Agency Quotes will help amplify the campaign online.
Nick Entwistle, co-founder elf and director of Father Critmas’ music video said: “We are on course to smash our targets once again this year and will be matching junior creatives to creative directors across the world for the invaluable gift of book crits.
"Over the past two years, these crits have helped people to build their confidence, portfolios and careers. Father Critmas is the Best (and grumpiest) creative director in the World but deep down he wants to help juniors get the advice they need to succeed in an industry notoriously hard to get into."