The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

December 20, 2011 | 1 min read

A Canadian retailer has erected a Christmas tree that is 'powered by Christmas spirit'.

Canadian Tire's tree at Union Station in Toronto lights up each time someone shares a festive message online.

The idea has been developed by creative agency Tribal DDB Toronto, which has developed a system to track web posts about Christmas and turn each one into a flicker on the tree. The more seasonal messages the more the tree lights up.

You can see live footage on the Christmas Spirit Tree website.