The Christmas tree powered by Christmas spirit

data-powered interactive installation / OOH

To help light up the holiday season and spread Christmas cheer with Canada's #1 retail brand, we launched a Christmas Tree powered by the nation's online Christmas spirit—using social media monitoring to scour blogs, forums, social networks, and news sites, and then used proprietary lighting software to visualize this data as lights on our tree.

Toronto Union Station passers-by were also able to light up the 30-ft tree in real-time with fun animations of their choice, by sending a Christmas cheer through the mobile site.

Tech innovation

In 2011, triggering interactive installations datavisualizing a country’s social media sentiment with a mobile messaging experience was kind of amazing.

A 30-ft tree whose lights datavisualize Canada’s Christmas cheer

tree-animation-with-site_9fps_1000px_0-08_optim- mara lecocq.gif

How it works

  1. Canada’s social media Christmas spirit was monitored through keywords, datavisualized with LED light animation


2. People lit up the 30-ft tree in real time by sharing a Christmas message:

  • IRL on the mobile site

  • through live-streaming interactive billboards

  • online on the responsive website


Toronto’s Union Station was covered with media to light up its christmas spirit tree


Awards and mentions

More than 1,400 news and blog mentions and features on TV


▸ CMA Awards (x2) - Silver, Bronze (Canada Marketing Awards) 
▸ ADCC Awards - Merit (Advertising & Design Club of Canada) 
▸ Applied Arts Interactive (x4) and Advertising (x2) Awards
▸ AToMiC Awards - Bronze
▸ Webby's - Honoree 
▸ Google Creative Sandbox - Featured 

Watch the case study

Tribal DDB, Toronto (2011)
Creative direction: Louis-Philippe Tremblay
Creatives: Mara Lecocq (art director), Ryan Lawrence (copywriter)
Design: Roger Dario

Production company
Moment Factory