Spirit Tree

Experimental/Artistic

2012

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

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

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.