Canadian Tire
Christmas Spirit Tree​​​​​​​
Visualizing Canada's Christmas Spirit on a 100-foot tall interactive Christmas Tree in Toronto's Union Station. 
Every time someone in Canada shared a Christmas message online, it made the lights on our tree shine brighter and faster. So, as Canada’s online Christmas spirit grew stronger and stronger, the lights on the tree shined brighter and brighter. 
Case Study

How It Works
We created proprietary lighting software that monitored and transformed online Christmas messages from social media, blogs, news sites, and more, into data that was then visualized as different colours and intensities of lights on our tree.

We also programmed special light animations that would trigger when specific words were texted or tweeted at the tree. 
Awards & Press
Webby Awards // Canadian Marketing Association Awards // ADCC Awards // Applied Arts // Atomic Awards

MSNBC // Toronto Star // PSFK // Best Ads on TV // Think with Google
Role: Copywriter
Partner: Mara Binudin
CD: LP Tremblay
Agency: Tribal Toronto