The Christmas tree powered by Christmas spirit

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.


▸ 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 

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

Toronto Union Station


Passers-by and users online can also light up the tree in real time


See your own Christmas message light up Toronto's tree


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

Watch the case study

Tribal DDB, Toronto

Production company
Moment Factory