A burnt Christmas tree is driving donations towards bushfire destruction in Sydney
DDB created installation for the Australian Red Cross
Editor's Pick
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.”
Credits
- Date
- Dec 19, 2019
- Client :
- Australian Red Cross
- Agency :
- DDB-Sydney
- Chief Creative Officer :
- Ben Welsh
- Chief Creative Officer :
- Tara Ford
- Deputy Executive Creative Director :
- Matt Chandler
- Creative Partner :
- David Jackson
- Art Director :
- Elaine Li
- Copywriter :
- Jared Wicker
- Senior Designer :
- Ramon Rodriguez
- Head of Integrated Content :
- Renata Barbosa
- Editor :
- Silas Basich
- Senior Sound Designer :
- Andy Stewart
- Managing Director :
- Tabitha Fairbairn
- Head of Consumer :
- Ben Handberg
- Senior Account Manager :
- Gina Leung
- Production :
- Scoundrel
- Artist :
- James Dive
- Executive Producer :
- Adrian Shapiro
- Director BTS :
- Selina Miles
- Construction :
- Greg Sets
- Director Engagement & Support :
- Belinda Dimovski
- Head of Marketing & Communications :
- Astrid Mallard
- Emergency Campaigns Manager :
- Kate Moore
- Marketing & Campaign Coordinator :
- Sarah Gallagher
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