Virgin Atlantic is encouraging people to crowdfund flights to somewhere the recipient really wants to go for Christmas this year, instead of sending unwanted gifts.

Agency Adam&Eve/DDB has come up with a campaign for the airline that reminds us a little of its work for Harvey Nichols (like Sorry I Spent it on Myself and Could I Be Any Clearer), in that it's all about the recipient actually getting something they want for a gift--in this case a trip on a plane.

The campaign encourages people to visit Virgin's Where I Want for Christmas website and choose where they want to go before setting up their crowdfunding link and sending it to friends and family. As part of the campaign, gift cards will also be on sale at London department store Liberty allowing people to contribute to the cost of a flight. Later this month, a film promoting the idea will debut on YouTube, directed by Clay Weiner of Biscuit and showing the contrast between opening an unwanted gift and enjoying a trip to New York instead.