Oxfam – Oxfam Unwrapped

Launched in New Zealand in Christmas 2005, Oxfam 'Unwrapped' is an international gift promotion that lets purchasers give twice, once to a friend or loved one, and secondly to those who need it most in the developing world.

Oxfam – Oxfam Unwrapped

Category: Charity/Not for ProfitAgency: TBWA/TequilaAdvertiser: OxfamCampaign: Oxfam 'Unwrapped'

SUMMARY

Launched in New Zealand in Christmas 2005, Oxfam 'Unwrapped' is an international gift promotion that lets purchasers give twice, once to a friend or loved one and secondly to those who need it most in the developing world.

The highly competitive charity market becomes even more cluttered during the run up to Christmas – and in effect Oxfam had to compete for the Christmas dollar with every other Christmas retailer and their multi million dollar advertising budgets. The strategy cleverly...

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