Brief: Create an altruistic moment which ties in with the festival's broader theme of 'Gift of Giving', creating an emotional connection with customers and local communities.

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Execution: Created the 'MacMillan Tree of Light', an 8m tall real Christmas Tree on Southbank's public walkway which was live for a total of 18 days.

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Visitors were asked to make a suggested donation and in return received a decoration to place on the tree, on which they were encourage to write messages of love, hope & remembrance for those affected by Cancer. 

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There was a strong local community presence throughout with volunteers helping to run the activation and local choirs arriving to sing festive tunes, along with that years     X Factor contestants to officially 'open' the experience.  

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Results: Sold over 8000 decorations and raised £42,000 for Macmillan Cancer Support.

 

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