Union Station Christmas Tree

Where: Union Station, Toronto

For: Tribal DDB

As Christmas approaches, travellers and passers-by in Toronto’s Union Station are experiencing the holiday season’s magic come to life with the appearance of a giant tree in the middle of the train station. Engaged by the Tribal DDB agency on behalf of Canadian Tire, Moment Factory created a 30-foot interactive Christmas tree whose decorations light up as more and more Christmas messages are shared online. When the Christmas spirit reaches its peak, the tree will take on its brightest glow. Website visitors can also interact with the tree triggering a spiral of blue lights and watch the effect live via webcam by visiting 

http://christmasspirittree.ca/.

First, the Web is searched for messages, articles, blog posts and other content containing Christmas-related keywords. Then the information is collected and sent to the tree for visualization. Moment Factory is using its X-Agora interactive software to convert Christmas messages into a dazzling display of coloured lights on the tree. Colourful garlands of lights are lit to reflect the relative number of messages exchanged in each medium and in real time: white for social media, red for blogs and forums, green for news media and blue for activity on http://christmasspirittree.ca/.

GALLERY