Social Christmas Tree by Iris Amsterdam for Heineken

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Social Christmas Tree

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Industry Beers and Ciders
Media Ambient, Digital, Interactive & Mobile, Case study
Market Singapore
Agency Iris Amsterdam
Copywriter Selwyn Low
Released June 2012

Awards

AD STARS 2012
Outdoor Produced by non-profit organizations, NGOs or other similar organizations Silver
Outdoor Produced by non-profit organizations, NGOs or other similar organizations Crystal

Credits & Description

Client: Asia Pacific Breweries (Singapore)
Agency: iris Worldwide
'Tis the Season to be Social
Singaporeans spend the most time out of any nationality on Facebook – at least 39 minutes a day. However, this coupled with a culture of extended working hours, has meant that although highly socially networked, they rarely to come together to celebrate in person. This year, Heineken is celebrating Christmas in a monumental way with the creation of a festive landmark powered by social media. Towering at 11 metres with 48 LCD screens all around, the Heineken Social Christmas Tree is designed to broadcast Christmas greetings exchanged on Facebook in the public space. Via the Facebook app, you can send your friends a festive greeting by tagging them on your customised virtual tree. After that, see your creation come to life as a digital visual showcase on the actual tree sculpture. A video recording of the broadcast will be sent to you and shared with your friends on Facebook as well. The Heineken Social Christmas Tree is now up at Clarke Quay Central Fountain from 17 – 26 December.
Advertising Agency: Iris, Singapore
Creative Directors: Subha Naidu, Clarence Chiew
Art Directors: Steven Jodistiro, Vincent Tay
Copywriter: Selwyn Low
Additional credits: Make Studios