The objective of this campaign is to use the agency's Christmas Greetings to demonstrate the creative capacity to our clients and friends in order to drive new business.Undoubtedly, with Christmas comes a torrent of unwanted gifts: nylon socks, musical ties, lame CDs, etc. In fact, a study conducted by TNS in Europe revealed that 75% of Spanish people are not satisfied with their Christmas gifts.

So, Shackleton invented Cacambiator: the machine that swaps your worst Christmas gifts for something decent.The machine-on-wheels visited more than 100 companies giving more than 800 people the chance to improve on their tasteless gifts.The campaign featured the construction of three machines fitted into custom-made Volkswagen T1 vans, a website, several online spots, mailshots, PR strategy and Twitter monitoring.

Over 800 gifts were deposited in the Cacambiator and later sold in a flea market. The money was donated to NGO Action Against Hunger.

Thanks to a PR strategy, news quickly echoed in key media national (La Sexta, Antena 3, Telecinco) and international media(Televisa Mexico, RCN Radio Columbia, La Nación Argentina).Cacambiator attracted such attention we couldn’t stop the general public from joining in. We had to add 5 days to the original itinerary because many clients who were out of the office and missed Cacambiator's visit phoned and wrote the agency to re-schedule their chance at using the Cacambiator.

CAMPAIGN LAUNCH - 19/12- Emailing to database redirecting to web containing internet spots, digital gift makeover, Cacambiator's itinerary.- 1st Press release to industry, national and international media.

- Mailshot to opinion leaders of miniature Cacambiator with press materials.SAVE THE DATE - 26/12 - Emailing: reminder of the date and time Cacambiator would park outside each office.

DAY BEFORE THE VISIT - Emailing redirecting to web with 3 new internet spots of victims of trashy Christmas gifts. ITINERARY – 02/01 to 17/01- Cacambiator visited more than 100 companies in Barcelona and Madrid and parked outside Shackleton on the last day.- 2nd Press release (04/01) video footage of machine and interviews.FLEA MARKET AND DONATION - 19 and 20/01We sold all the trashy gifts deposited in a Flea Market and the money raised was donated to Action Against Hunger.GREATEST MOMENTS - 24/01Emailing with final video.

- The Cacambiator visited more than 30 media including 8 national TV Channels. We wanted journalists to have a personal experience with the machine in order to later publish their stories.

- Three TV Channels (Televisa Mexico, La Sexta and TVE) asked to follow the Cacambiator on one of its days on the road to get exclusive footage for their channels.

- News quickly echoed in key media national (La Sexta, Antena 3, Telecinco) and international (Televisa Mexico, RCN Radio Columbia, La Nación Argentina) media.- Once Cacambiator became news, it inevitably attracted such attention we couldn’t stop the general public from joining in. We added an extra day for the general public to have a shot a using the machine on wheels.

- Over 800 gifts were deposited in the Cacambiator and later sold in a flea market. The money was donated to NGO Action Against Hunger.