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Oxfam America

Oxfam America is an international relief organization that helps fight poverty, hunger, and social injustice. To aid in fundraising, Oxfam created a gift program so people can “buy” items like goats, worms, and school supplies for a friend. The friend gets a card, and someone in need gets the item purchased.

To help make Oxfam gifts the “it gifts” of the holiday season, the items were given the full fashion treatment, as if they were part of the latest line from Barneys or Harrods. The campaign included a fictional fashion designer, The Hidalgo, and testimonials from some of Oxfam’s celebrity ambassadors such as Minnie Driver and Scarlett Johansson. To further buzz, a “blogarazzi” was created (a group of fashion bloggers who all received exclusive video content), and there was even a “haul video” among other digital elements.

The Oxfam Collection, print ad The Oxfam Collection, print ad The Oxfam Collection, print ad
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The Oxfam Collection, print ad The Oxfam Collection, print ad

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