The bushfires across Australia have cast a shadow on what should be the most festive time of year. To show the human cost of this devastation, but importantly hope for the resilience and recovery of our communities, a burnt Christmas tree has been built in Sydney’s CBD. Designed by Scoundrel’s James Dive, the tree was crafted entirely with logs, branches and shrubs sourced from bushfire-affected areas of New South Wales. The tree is also decorated with burnt objects like a farm gate and bicycle and is topped with a star fashioned from a burnt-out bike wheel. These objects exist alongside signs of regeneration, including banksia seeds which require fire to sprout.
This professional campaign titled 'The Burnt Christmas Tree' was published in Australia in December, 2019. It was created for the brand: Red Cross Australia, by ad agency: DDB. This Outdoor medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted over 2 years ago by Marketing and New Business Director : Lindsay Bennett of DDB Australia.
Advertising Agency: DDB Sydney, Sydney, Australia