Spirit Tree

Integrated Campaign

2012

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

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.

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