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'Father Critmas' returns for 2017 matchmaking campaign between junior creatives and senior industry figures

'Father Critmas' returns for 2017 matchmaking campaign between junior creatives and senior industry figures

It’s that time of year again when in the spirit of good will, some of the most renowned creative talent helps junior creatives break into the industry.

After a hugely successful campaign last Christmas, #MerryCritmas is back, bigger and better than before.

As more junior creatives develop their passion, the sector is harder than ever to break into and the competition to stand out is tough. The #MerryCritmas campaign, which has been developed by Manchester creative content agency Trunk, aims to build direct relationships between senior creative figures and those trying to start out in the industry.

To launch the 2017 campaign, following the success of its initial launch last year, Trunk has created the parody movie, ‘CRIT’.

Set in Manchester, the trailer-style film follows the journey of a creative team as they proudly finish their portfolio and go off in search of book ‘crits’.

However, in a cruel twist of fate, their portfolio is scattered across the cobbles of Ancoats. And, it’s here where they come face-to-face with ‘Father Critmas’.

From there on in, along with several other creatives, they are subject to the most intense book ‘crit’ ever.

As well as producing the main film, Trunk, which is owned by customer engagement agency Big Brand Ideas, created the illustrations, animated title sequences and a ‘Behind the Scenes’ film which gives an insight into what Father Critmas was like to work with and features unseen footage of his him roasting some portfolios.

One Minute Briefs, the creative Twitter community, will be supporting this year’s film with social campaigns throughout December.

Nick Entwistle, creative director at Trunk and founder of One Minute Briefs, said: “Last year we were able to match hundreds of junior creatives and creative directors and we want to build on this in 2017.

“Christmas is a time for giving and it’s important to nurture the talent of tomorrow, so #MerryCritmas is all about encouraging those in senior creative roles to take time out of their busy schedules and give back.”

Supporting the campaign, ‘Father Critmas’ has been busy on his Twitter feed sharing his opinions on creative work he sees on his travels and asking members of the creative industry to give or receive a book crit this December. Find him on Twitter at @father_critmas.

To get involved, visit, pick a side, and ‘Father Critmas’ will match you up.