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So here it is…#MerryCritmas


Father Critmas is back at it again, and this time he’s starring in his own music video.

#MerryCritmas”, the global advertising initiative where senior creatives give the gift of festive feedback to junior creatives and students, is now in its third year and shows no sign of slowing down.

We are looking for Junior Creatives/Students/Grads, as well as Senior Creatives & Creative Directors to give or receive a book crit by signing up at

It only takes 10 seconds…and we’ll do the rest by matching you up with someone near you.

The more the merrier. And don’t forget to follow @Father_Critmas and tweet him using the hashtag #MerryCritmas

With over 500 book crit matches made worldwide so far, Father Critmas has gone even bigger for 2018 by partnering with the Bank of Creativity, Trunk and Gas Music, to produce a parody of Slade’s “Merry Christmas Everyone” and features the one and only Mike Sweeney of BBC Radio. The campaign is also being supported by NABS, Unity Radio and, of course, The Drum.

One Minute Briefs and Agency Quotes will also be amplifying Merry Critmas with social activations, competitions and surprises along the way. Merry Critmas picked up a Chip Shop Award in June for Best Social Campaign.

Nick Entwistle, Co-Founder Elf and Director of Father Critmas’ music video:

“Now in it’s third year, #MerryCritmas is going from strength to strength. This time round we’ve got an amazing list of Creative Directors signed up to give book crits, including Rory Sutherland of Ogilvy, Victoria Buchanan of Tribal Worldwide, Mike Rigby of RGA New York, Carole Davids of HeyHuman, Shaun McIlrath of Iris Worldwide and many more.

With all these great names giving the gift of an invaluable crit this year, we’re looking for junior creatives/students/grads to sign up at to receive advice on the work that could help shape their portfolios and careers. This is an opportunity not to be missed.”


David Felton, Co-Founder Elf : “It took me years to break into advertising with no contacts, little help, and no idea what I was doing. Now as a Creative Copywriter, I still have pretty much no idea what I’m doing, but it’s a pleasure to be able to pay it back and build a transformative campaign with impact, longevity and reach.”

Louise Chorley, Chief Creativity Elf: “The Critmas campaign is a great and fun concept that’s so brilliantly executed I was keen to be involved – I didn’t need to be asked twice! When I was a junior I had quite a few book crits that really helped me with both my career progression and confidence, Hugh Silvey and Wally Jex selflessly spent a couple of hours with me when I was very young, I left their studio in awe, filled with a renewed determination and motivation. The campaign provides a great platform for people like me to pay that forward and encourage those who are just starting out – a little bit of advice and direction can make a huge difference for them and that’s what Critmas is all about.”

Lizzie Owen, chief Magic Elf: “I found out about Merry Critmas last year, but to begin with nerves prevented me from submitting my portfolio. After a few weeks of indecision (and only a few days before the deadline) I bit the bullet and did it. I’m so glad I did, as I got a lot of valuable insight on how to boost my portfolio from someone completely unbiased.

It was actually Father Critmas himself who reviewed it and that led to me being involved in all of the illustration work this year! Being part of the Merry Critmas crew has been amazing, it just goes to show what can happen when you take part, you just need to go for it!”


More information about Merry Critmas:

The Critmas Manifesto

Christmas is all about giving.
Merry Critmas is a campaign encouraging professional creatives in the advertising and marketing fields to give the gift of a festive portfolio review, or “book crit”.
For undiscovered talent trying to break into advertising, it’s a foot in the door.
For established creatives, it’s a nice way of giving something back.
Just half an hour can make a real difference.
And you never know who you might discover…

How it works

Whether you are an aspiring creative team, a hybrid solo, or a conceptual designer, Merry Critmas is for everyone. That means that regardless of whether you went to university or ad school, all are equally welcome to take part and get involved.
All you have to do is select a side on our homepage.

Or if you’re feeling brave, send your portfolio direct to Father Critmas at [email protected]

Once we have your details, Father Critmas and his elves will start to match our fresh talent with superstar pros who have signed up to Merry Critmas 2018.

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