DDB and Australian Red Cross build burnt Christmas tree in Sydney CBD
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An eye-catching Christmas tree has been erected in Sydney’s CBD, as the Australian Red Cross calls for donations to support bushfire victims.
Following bushfires across Australia – which are expected to continue devastating homes over the coming weeks – the Australian Red Cross is appealing to Sydney’s inner-city citizens for donations.
The tree was built in partnership with the City of Sydney, Scoundrel and DDB Sydney, as well as key partners Volkswagen Group Australia, Westpac and McDonald’s, to help the Australian Red Cross’ ongoing support of preparation and recovery from disasters.
“The devastation to families and community is beyond what many of us can even comprehend,” says DDB Sydney chief creative officer, Tara Ford.
“We hope this twist on the traditional symbol of giving and joy at this time of year will help capture people’s attention and provide them with an easy way to donate.”
Designed by Scoundrel’s James Dive, an internationally-recognised installation artist, the Burnt Christmas Tree was crafted entirely from logs, branches and shrubs collected from bushfire-affected areas of New South Wales. The tree is decorated with burnt objects including a tattered farm gate and bicycle, and is topped with a star fashioned from a burnt-out bike wheel.
While viewing the tree, the public are encouraged to listen to an audio tour reflecting on the experiences of Australians who’ve suffered from the fires.
Dive says collecting and building the tree from remnants of the fires has been “sobering”.
“From arms’ length it can be difficult to comprehend the true impact of the bushfires on the ground.
“We all want to help, and right now generosity is needed towards those who’ve lost everything, especially at this time of year.”
Until 19 December, people will be able to make donations to the Australian Red Cross Disaster Relief and Recovery Fund by scanning QR codes attached to presents under the tree. DDB tells Marketing that volunteers from the Australian Red Cross will also be available on site to accept eftpos donations.
CLICK HERE to donate to the Australian Red Cross’ disaster relief and recovery fund.
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