• by Richard Whitman , Columnist, December 15, 2014

Ok so this charity effort from 360i is both generously charitable as well as indicative of rampant, agency-wide, obsessive selfishness. And what sort of charitable effort could result in such a dichotomy? Well, one that aims to give toys to children in need -- and at the same time, highlights the quirky behavior of agency types.

In the effort's video, children are seen admiring -- with understandable wonderment -- the toy collections of obsessive agency types who pride themselves on their toy-themed cubicle shelf junk. And in a nod to the lazy selfishness that resides inside agency walls, the video says: "Now you can give without giving anything at all." 

360i is inviting the industry to join their socially fueled #AgencyToyDrive that challenges the industry to give as many toys as possible to the deserving children at Harlem’s Children Zone, Year Up and the Ann & Robert H. Lurie Children’s Hospital of Chicago. And all you selfish, self-important ad types have to do is take a picture of your ridiculous toy collection in and around your cubicle.

Participation is simple. Beginning December 15, anyone can share their toys and tokens via Twitter and Instagram using the hashtag #AgencyToyDrive, and 360i will transform these submissions into real-life toy donations. The agency will create a collective digital toy bin at AgencyToyDrive.com and the agency will donate a matching toy to charity. Agency elves will update the site to confirm when donations have been fulfilled. So get with it, lazy. Start snapping shots of your shelf ornaments .