Bringing Holiday magic to life for a great cause
The Challenge
Festival of Trees is a beloved month-long event at the Bay Centre, raising funds for BC Children’s Hospital Foundation. Local businesses sponsor and decorate holiday trees throughout the shopping centre, while the public votes for their favourites.
While the concept itself has long-standing community support, the campaign needed a creative refresh to:
- Reinforce the connection between the event and the cause
- Capture attention in a busy holiday season
- Inspire foot traffic and public participation
- Provide cohesive, branded assets across multiple channels and stakeholders
The Work
Campaign Strategy & Collateral Design
We were brought in to deliver the full creative rollout for the event from web to print to digital ad assets. The goal: make Festival of Trees feel as magical as it is meaningful.
Our approach included:
- A fresh visual direction that captured the holiday spirit while aligning with the Bay Centre and BCCHF brand identities
- Digital ads and print posters to promote tree sponsorship and voting
- Directional signage, print programs, and digital voting prompts within the shopping centre
- Branded email templates and social assets to keep buzz going throughout the month
By building a strong creative framework from day one, we ensured every touchpoint from donor outreach to public engagement, felt unified, uplifting, and easy to navigate.
