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Spirit Tree

Branded Content

2012

Jessica Beaque (DDB Canada/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. The experience is a 30’ tall Christmas tree, wrapped in 3,000 individually programmable lights and illuminated in real-time by Canada’s collective online Christmas spirit. Across all touch points – digital, mobile, OOH, and at Union Station – viewers were invited to share their Christmas messages via web or text to see one of eight special light animations magically light up right before their eyes

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