DraftFCB on a rampage to eradicate naffness

It’s a truth universally acknowledged that some relatives were behind the barn door when Christmas gift-giving talents were handed out.

Getting yet another pair of socks or a horrid knitted sweater is enough to make you want to chug bourbon with a bourbon chaser in an effort to dull the pain.

And haven’t we all been victims of the Christmas Socks at one point or another? Or maybe your pain was more imaginative but equally horrific – like the sort of stuff you find at Jaycar?

Fear not. DraftFCB has launched a neat campaign for UNICEF in time for the Christmas gift rush.

It’s called Say No To Naff and it’s all about giving real – and useful – gifts to those who truly need them, rather than spending money on frivolities.

From storybooks to pencils, water purification tablets, high-energy biscuits and therapeutic milk, the “gifts” on offer through UNICEF will do more for the world than a roll of Sudoku loo paper can do for your puzzle-loving granny. 

It’s all being run through the Facebook site, where you can view the viral video that’s already been launched. There’s also a “rate my naff” section.

But wait! There’s more. FCB is pulling off an agency “first” – its first ever knitted billboard. (Sky TV in the UK did a similar one in 2008.)

Because there’s nothing worse than hand-knitted naffness!

FCB direct and interactive creative director Tony Clewett said the whole campaign idea should be pretty clear once you’ve had a tinker about on the Facebook page.

“Interestingly, it's one of the first completely 'social media' (ie, facebook) campaigns we've done – so it's going to be interesting seeing the results.

“We wanted to target the recipient to allow them to give permission to receive, as opposed to the standard route of ‘buy some xx and save a life’. Facebook allowed us to do this. Fingers crossed.”

The knitted billboard is not a joke.

“Yes, we're currently constructing an actual knitted billboard – interestingly, the first the agency has ever done. Funny that.

“The creative tucks into the overall campaign.”

Keep an eye out for it on December 1 in Auckland’s CBD.

“I'm hoping it won't rain that day!”

Say no to naff – say yes to helpful gifts for other people. Do it! Or Tony Clewett will pay you a visit. He knows where you live.