The charity launched the ethical-giving scheme in 2004 and its range of gifts include desks for schools and bicycles for teachers in developing countries.
Shine director Greg Jones said: ‘Unwrapped reaches all the traditional Oxfam audiences, but it also appeals to younger, more fickle donors in their mid-20s to early 40s.
‘This campaign will use attention-grabbing, quirky tactics and brand ambassadors to ensure the scheme is perceived as a fun, unusual present, rather than just a worthy one.'
‘Ambassadors' and details of the campaign were unconfirmed, but Jones said there would likely be a stunt during the run-up to Christmas.
Shine reports to Oxfam PR manager Katie Abbot. The agency beat The Red Consultancy and Kaizo to the brief (PRWeek, 26 May).