"#WorldTreeLighting"
Volvo Holiday Charity Campaign
Client: Volvo
Agency: Grey New York
GCD: Amiee Fay
AD: Angela Kim
CW: Tori Curtis
Volvo asked us for a new way to engage with their audience during the holiday season — one that focused on the spirit of the season instead of a Volvo car. We gave them a holiday charity campaign, with a Swedish twist.
We went to Sweden's largest pine forest, Norrland, to find the perfect tree — and wrapped a million lights on our 82 foot tree. Volvo's followers lit the tree by donating to Volvo's charity, Alex's Lemonade Stand. For every donation, a single light on the tree was lit — in real time. Progress of the lighting streamed live on a microsite. When donors submitted their gift, they dedicated their light to someone special on social with #WorldTreeLighting.
