Ottawa-based agency MacMillan has come up with a novel way to say Happy Holidays to clients this year. The traditional greeting has been transformed into a bigger project through charitable outreach with a newly published children’s book.

Written and illustrated in-house, 100% of profits from the sale of Santy Claws and the Toe-nenbaum is going to children’s charities like Make-a-Wish Foundation. To promote the book, MacMillan created www.santyclaws.com with viral Tell-a-Friend features, and is holding book readings in libraries starting this week in addition to a PR push.

The quirky 40-page tale appeals to kids ages 5 to 8 and looks at Santa’s ‘bad’ twin (Santy Claws) who takes children’s toes for his evil tree. A downloadable PDF version costs under $7, while a print copy sells for $20 and can be ordered online.