Every year, over $46bn dollars of unwanted gifts are returned. So this holiday, Oxfam America called on the help of celebrity ambassador Scarlett Johansson to urge shoppers to Gift Better with charitable gifts from Oxfamgifts.com. Instead of spending good money on bad gifts, people were encouraged to give gifts that help people in need get exactly what they need – chickens, fruit trees and yes, even toilets.

Our overall design of the campaign plays off of the idea of parents being 'under the influence' of addictive emotions. So all of the work within the campaign has the same hazy/blurred look and feel. It has a bit of a sombre tone, which we implemented to enhance the heaviness of the topic of addiction.

The Partnership at Drugfree.org boasted this campaign as the best work they’d seen in years. And the proof is in the results.

The campaign is pacing well with 20.6% of impressions goal achieved through week 4 of the campaign. Click and Retweet rates are above 140 Proof averages demonstrating the targeting and creative is speaking to its desired audience. After one month, CTR was 25% above average of 0.48% and the RPM Rate is 1.93 times above average.