Spirit Tree

Experimental/Artistic

2012

DDB Canada/Tribal Toronto
e: jessica.beaque@ddbcanada.com
w: ddbcanada.com

The world’s first Christmas tree powered by online Christmas Spirit.Using social media monitoring and proprietary lighting software, we transformed and visualized Canada’s online Christmas messages into different colours and intensities of lights on our 30’ tall tree. Across touch points – digital, mobile, OOH, and at Union Station – viewers were invited to share their Christmas messages via web or text and watch a secret lighting animation magically light up right before their eyes.

Ad Agency: DDB Canada/Tribal Toronto
Creative Direction: Louis-Philippe Tremblay
Associate Creative Director: Mara Binudin, Ryan Lawrence
Copywriting: Ryan Lawrence
Art Direction: Mara Binudin
Technical Director: Joe Dee
Agency Producer: Luc Quartarone
Director of Production: Catherine Kim
Managing Director: Andrew McCartney
Account Team: Kaezad Nalleseth
Design: Roger Dario
Social Media Director: Ed Lee
Senior Consultant: Greg Vallentin
Community Cultivation Manager: Laura Muirhead
Development: Paul Sham, Dana Brousseau, Rob Etmanski
Media Company: Mediacom
Development: Igniter, Moment Factory
Production Company: IMA Outdoor
Installation: Cube Productions, Keystone Studios
Other: Textopoly
PR Agency: High Road Communications