The Christmas tree powered by Christmas spirit

Experiential OOH  ▴  Art direction

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 and energetic animations of their choice, by sending a Christmas cheer through the mobile website.


Awards

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


A 30-FT TREE AT TORONTO'S UNION STATION
WHOSE LIGHTS DATAVISUALISE CANADA'S CHRISTMAS CHEER

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PASSERS-BY AND USERS ONLINE CAN ALSO LIGHT UP THE TREE
BY SHARING A CHRISTMAS MESSAGE IN REAL TIME

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See your own Christmas message light up Toronto's tree
from across the world

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MORE THAN 1,400 NEWS AND BLOG MENTIONS
ABOUT THIS CAMPAIGN AND 2 FEATURES ON TV NEWS


Watch the case study


Credits

Art direction: Mara Binudin
Agency: Tribal DDB, Toronto