Wildfires are more destructive than ever, and scientists predict they’ll be six times larger in 20 years. The Middle East is known for its fuel-based economy and almost inexistent sustainable culture. So, we decided to do something to get people to care about climate change and wildfires when they’re not part of the region’s agenda.
We subverted one of the season’s most traditional ceremonies and burnt the one tree people love to see: the Christmas Tree. During our traditional tree lighting ceremony, Mall of the Emirates stunned mall visitors with a digital carbon-neutral tree, which lit beautifully and then suddenly burned to ashes. The lighting ceremony was treated like a show, using storytelling, 4D audio, and a large-scale, special-built, carbon-neutral tree to deliver a powerful message.