Departmental store Homecenter looked to light up Guajira, a village in North Colombia, prior to Christmas. An activity was conceptualised by McCann Worldgroup Colombia in December 2015.
In Colombia, 7 December is known as 'Candles Day', a day when people light up their Christmas trees. But, in 2015, the country experienced a drought. So Sodimac Homecenter decide to save up energy by not having Christmas lights on its storefronts.
Instead – in partnership with Iluminando Project and the ANSPE (National Agency to Overcome Extreme Poverty) – it embraced the project in Guajira.
According to an agency statement, 20 per cent of Guajira’s inhabitants never had access to electric energy. To address this hurdle and celebrate the Christmas spirit, the agency came up with the ‘Kai Tree’ project.
A Christmas tree named Kai (sun) Tree was created in partnership with villagers, lit by sustainable solar-powered lamps.
After Christmas, the tree was dissembled and its lights were given to 400 families.
Client: Sodimac Homecenter
Agency: McCann Worldgroup Colombia
CCO: Samuel Estrada
Creative directors: Alejandro Bermúdez / Germán Camelo
Copywriters: Alejandro Bermúdez / León Guzmán
Art director: Diego Melo
Client service: Clara Pérez/Paula Quintero
Agency production: Tiffany Bernal
Production house: Colombo Films
Film director: Andrés Cortés
General production: Felipe Cepero
Executive production: Camila Rodriguez
Sound production: Laika Studio