In an area of the world not exactly known for its sustainability efforts, one shopping center in the Middle East is calling attention to the dangers of climate change with a Christmas tree that becomes engulfed in flames.
Mall of the Emirates in Dubai features a giant LED Christmas tree, and it’s using its electric greenery to highlight the danger of more frequent wildfires brought about by drastic climate change.
MullenLowe MENA created a 100% carbon neutral, 8-meter tall LED tree to deliver the message and essentially flip the script on Christmas tree lighting ceremonies. A video shows the tree in its Christmasy splendor, then the screens go up in flames as the sound crackles with fire. A message then states the reason for the fiery transformation.
As a part of the initiative, the mall and its holding company Majid Al Futtaim invites the nation to make a pledge to live more sustainably. For every pledge made, the mall will plant a tree on the person’s behalf.
Mall of the Emirates counts itself as a leader in sustainability. Since the start of its green journey, which kicked off 15 years ago, the mall has succeeded in a 7% reduction in water usage, 4% reduction in carbon emissions, a 32% increase in recycling rate and generating more renewable energy.