Title | BURNT CHRISTMAS TREE |
Brand | AUSTRALIAN RED CROSS |
Product / Service | DISASTER RELIEF FUND |
Category | E03. Special Build |
Entrant | DDB SYDNEY, AUSTRALIA |
Idea Creation | DDB SYDNEY, AUSTRALIA |
PR | MANGO Sydney, AUSTRALIA |
Production | SCOUNDREL Sydney, AUSTRALIA |
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 |
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.
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.