Introducing the Christmas tree that lights up when social media users spread Christmas cheer
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.