The "Merry Critmas" website lets visitors choose to either "roast a creative" or "get roasted". They then share a few details, after which they will be paired with someone on the other side of the divide.
The project was devised by creatives Alex Goddard, Asa Bradshaw and David Felton. The trio teamed up with Nick Entwistle, creative director at Magnafi, and launched the initiative with a film depicting Santa giving an unsympathetic book crit to a creative team.
They then brought in Manchester-based creative agency Trunk, which created the website.
Industry figures who have already signed up to carry out roastings include Rory Sutherland, vice chairman of Ogilvy & Mather London; Paul Brazier, chief creative officer of Abbott Mead Vickers BBDO; and Tom Richards, chief creative officer at at Havas Lynx.
Entwistle said: "When people collaborate, anything is possible. We witnessed that last year when we helped the NHS Choir beat Justin Bieber to Xmas No1. This year, we couldn’t resist the chance to get involved and be part of something special for the creative industry this Christmas."
Goddard added: "For undiscovered talent trying to break into advertising, it’s the perfect gift."