Mall of the Emirates: Christmas wildfire

Mall of the Emirates, a shopping mall in Dubai, set fire to an immersive, special-build Christmas Tree during its tree lighting ceremony to make a bold statement about the importance of sustainability to mall visitors.

Campaign Summary

This campaign used an immersive, special-build Christmas Tree to transform a traditional festive season ceremony that attracted thousands of mall visitors into an educational and striking moment.

The activation figuratively set a Christmas Tree on fire to raise awareness about climate change and get people in the Middle East to change their ways. And only by taking a classic, loved festive symbol could we really make the impact we needed. Using an experience-led spectacle we subverted our classic Christmas Tree lightning and delivered on a vertical which is super important to the brand: sustainability.

Campaign Goals

Educate the...

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