BURNT CHRISTMAS TREE

Silver Spike

Demo Film

Presentation Image

TitleBURNT CHRISTMAS TREE
BrandAUSTRALIAN RED CROSS
Product / ServiceDISASTER RELIEF FUND
CategoryE03. Special Build
EntrantDDB SYDNEY, AUSTRALIA
Idea Creation DDB SYDNEY, AUSTRALIA
PR MANGO Sydney, AUSTRALIA
Production SCOUNDREL Sydney, AUSTRALIA

Credits

Name Company Position
Ben Welsh DDB Sydney Chief Creative Officer
Tara Ford DDB Sydney Chief Creative Officer
Matt Chandler DDB Sydney Deputy Executive Creative Director
David Jackson DDB Sydney Creative Partner
Elaine Li DDB Sydney Art Director
Jared Wicker DDB Sydney Copywriter
Ramon Rodriguez DDB Sydney Senior Designer
Renata Barbosa DDB Sydney Head of Integrated Content
Silas Basich DDB Sydney Editor
Andy Stewart DDB Sydney Senior Sound Designer
Tabitha Fairbairn Mango Sydney Managing Director
Ben Handberg Mango Sydney Head of Consumer
Gina Leung Mango Sydney Senior Account Manager
James Dive Scoundrel Artist
Adrian Shapiro Scoundrel Executive Producer
Selina Miles Scoundrel Director BTS
Greg Sets Scoundrel Construction

Cultural / Context information for the jury

Every Christmas, Sydney’s CBD (or “downtown”) is packed with festive decorations – including giant Christmas trees in every square. One in particular, the Martin Square Christmas Tree, has become a festive hallmark of the Christmas season. We recruited the locally famous artist behind this Martin Place tree to build the Burnt Christmas Tree, in a square not far away – usually reserved for a more festive decoration.

Write a short summary of the ambient work.

As Christmas 2019 approached, bushfires were sweeping through rural Australia, destroying hundreds of communities and leaving the rest of the country feeling helpless. Meanwhile, Sydney’s downtown was packed with festive holiday decorations. But they felt strange and hollow when obscured by smoke from fires raging just outside the city. So, to launch Australian Red Cross’ bushfire appeal, we built a more fitting kind of Christmas tree. One made entirely of materials from fire-stricken areas – including burnt wood, charred bike wheels and even a scorched fire alarm. Onlookers could listen to an audio tour with personal stories behind these decorations. Afterward, they could donate to Red Cross Disaster Relief & Recovery by scanning gifts underneath or visiting a website. This tree not only brought home the devastation of the fire, but also gave Australians a symbol to rally around – inspiring them to donate at the tree and from home.