Spirit Tree

Branded Content

2012

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

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

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