Red Cross
The Burnt Christmas Tree
The Burnt Christmas Tree
Project Outline
During the devastating Australian bushfires in December, the Red Cross commissioned a very different kind of Christmas tree in Sydney's CBD. One created entirely out of materials collected from fire-stricken areas. The tree was decorated with burnt-out objects like a metal farm gate and bicycle that acknowledged the human cost of the fires. An audio tour told personal stories behind the charred decorations, while gifts underneath let onlookers donate to Red Cross Disaster Relief & Recovery.
As word spread, the Burnt Christmas Tree became a symbol of support and solidarity – both locally and worldwide. Its story was told over 300 times in over 30 countries, driving donations and bringing home the true devastation of the bushfires.
Client
Red Cross Australia
Written
DDB Sydney
Created
Studio Dive
Produced
Scoundrel Projects
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
"A perfect symbol for Australia's fire-ravaged holiday season."
The Washington Post
"Lifting up those who have lost so much."
CNN
"A poignant reminder of deadly wildfires that have ravaged much of Australia."
The New York Times
"The tree represents the resilience of Australian communities."
Reuters
"Brings the severity of all of this home."
Huff Post
"A beautiful symbol of the struggles many families face."
ABC news
"Reviving the holiday spirit despite the smoke haze."
Mashable
RESPECT
Studio Dive acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders both past and present.
RESPECT
Studio Dive acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders both past and present.