Heineken: Social Christmas Tree

'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.

Facebook App:

Advertising Agency: Iris, Singapore
Creative Directors: Subha Naidu, Clarence Chiew
Art Directors: Steven Jodistiro, Vincent Tay
Copywriter: Selwyn Low
Additional credits: Make Studios
Published: December 2011


andylefty's picture
4539 pencils

Quite a sight. Video made me go into trance.

Wordfruit's picture
1023 pencils

Maybe I need to see it in action to really appreciate it, but I didn't see anything amazing there.

kleenex's picture
35316 pencils

not really amazing, but I love the idea..

Webby907's picture
7 pencils

As Wordfruit says, probably significantly better in real life - a shame, the video is not amazing in comparison.

Nike Diesel's picture
Nike Diesel
13389 pencils

Too much mambo jambo technical stuff in the beginning. Aside from that I'd bet it looks nice in real.

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