To get people to care about wildfires and climate change, we subverted one of the season’s most traditional ceremonies and burnt the one tree people love to see: the Christmas Tree. During our traditional tree lighting ceremony, Mall of the Emirates stunned mall visitors with a digital carbon-neutral tree, which lit beautifully and, all of a sudden, burnt to ashes.

The lighting ceremony was treated like a show that used storytelling, 4D audio and a large-scale, special-built, carbon-neutral tree to deliver a powerful message.

Our carbon-neutral Christmas Tree was 8 meters high and put together 500+ reused LED screens to create a fully immersive experience that shocked people and invited them to pledge to reduce their impact on the environment. For every pledge made, the Mall planted a tree on participants’ behalf, making a real difference to the planet.

The Christmas Wildfire was built 2 weeks before Christmas and unveiled to the public in a huge great lighting ceremony that brought the press, influencers and authorities such as the Sustainability Minister of the UAE together.