We built a giant Santa, with a mechanical bull hidden in his lap. We then challenged the agency to ride Santa's lap for as long as they could, to raise money for charity. The longer they rode, the more cash went to charity (donation formula: time-clock number of the winning ride, multiplied by 1,000). We gave out numbers to a bunch of W+K family and friends that corresponded to the people who rode. If you got the number of the person who rode the longest - the Champion Mother Bucker - then you got to pick where the charitable donation went.

In just 4 hours over 100 Mother Buckers rode Santa’s lap while 17,688 viewers tuned in to watch the carnage live on Ustream. The Champion Mother Bucker managed to stay on crazy Santa’s lap for an epic 2.22 minutes, which equated to a €2,220 donation. And thanks to the partially naked champion's encore ride, we also added a Shirtless Bonus bringing the grand total to €3,000! As a result we donated €1,500 to Human Rights Watch, and €1,500 to Planète Enfant.