Over the past few weeks, Australia's New South Wales has been ravaged by wildfires. Now, to drive donations for those affected, the Australian Red Cross has created an installation of a "burnt" Christmas tree in Sydney's central business district.
The project, created by DDB Sydney and designed by Scoundrel’s James Dive, consists of a tree crafted entirely with logs, branches and shrubs sourced from bushfire-affected areas. The tree is also decorated with other scorched objects like a farm gate and bicycle and is topped with a star fashioned from a burnt-out bike wheel. However, it also includes signs of regeneration, including banksia seeds that require fire to sprout.
People viewing the tree are encouraged to listen to an audio tour reflecting on the experiences of Australians whose lives have been thrown into chaos by the fires. They can also make a donation to the Australian Red Cross Disaster Relief and Recovery Fund by tapping their card on the presents beneath the tree.
“The devastation to families and community is beyond what many of us can even comprehend,” said DDB Sydney Chief Creative Officer Tara Ford in a statement. “We hope this twist on the traditional symbol of giving and joy at this time of year will help capture people’s attention and provide them with an easy way to donate.”