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 Media Lead: Chris O'Hara Production Company: IMA Outdoor Installation: Cube Productions, Keystone Studios Other: Textopoly PR Agency: High Road Communications
Social and digital media Christmas messages were transformed into data that was then visualized as different colours and intensities of lights on the tree. Next, a Livestream broadcast the tree online and onto digital billboards. Across all touchpoints, viewers were invited to share their Christmas messages to see the tree magically light up right before their eyes. Finally, online ads and a Union Station takeover were used to increase reach, awareness, and traffic.