The Australian Red Cross: The Burnt Christmas Tree

December 17, 2019Filed under Outdoor and Public Interest, NGO

Over the past few weeks, rampant bushfires across Australia have cast a shadow on what should be the most festive time of year. To show the human cost of the fires, but importantly the resilience and recovery of our community, a burnt Christmas tree has been posted in Sydney’s CBD designed to drive donations. 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. While the public are viewing the tree, they’re encouraged to listen to an audio tour reflecting on the experiences of Australians whose lives have been thrown into chaos by the fires. Produced in partnership with the City of Sydney, Scoundrel and DDB Sydney, as well at its key partners Volkswagen Group Australia, Westpac and McDonald’s, created the Burnt Christmas Tree to raise funds for the Australian Red Cross and their ongoing efforts to help people prepare for, cope with, and recover from disasters.

Advertising Agency:DDB, Australia
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