As fires continue to aggressively rage against Australia's wilderness, DDB Australia is endeavouring to show the human cost of the fires while raising donations to help cease the bushfire catastrophe.
Since October, the bush fires have engulfed an area more than five times the size of Greater London, leaving nothing but cindered remnants of trees.
And while 850,000 hectares of land already lost, there are still 110 bush fires burning, meaning things will only get worse. And as a consequence of the fires, sat under a duvet of thick smog, the people of Sydney are currently suffering from the worst air quality in the world.
Concerned by the extent of the natural disaster, DDB Australia wanted to find a way to raise funds for the Australia Red Cross and its ongoing efforts to help people prepare for, cope with, and recover from disasters.
As a result, the agency came up with the idea of a 'burnt Christmas tree' - an art installation, made from burnt pieces of trees and items collected in the area. Erected in one of Sydney's busiest areas, the sculpture is designed to stand as a poignant reminder of what Australia has lost to its flames.
Passers-by were encouraged to donate money to the Australian Red Cross Disaster Relief and Recovery Fund by scanning a QR code attached to presents around the tree, or visiting their websites.
The project was produced in partnership with the City of Sydney, Scroundrel and DDB Sydney, alongside its key partners - Volkswagen Group Australia, Westpac and McDonald's.
Since it was erected, the activation has raised thousands of donations to support bushfire victims with more than 700 people across Australia losing their homes.
Discussing the project, DDB Sydney's chief creative officer Tara Ford said: “The devastation to families and community is beyond what many of us can even comprehend. 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.”