For the past year, our lives have been completely changed due to the pandemic. We can’t meet each other face to face. When Christmas is coming, people definitely miss the time when they were able to gather around the Christmas Tree and celebrate together.

Giorgio Armani, as a luxury brand, aims to redefine luxury during this trying time, creates a platform that encourages people to connect and spread their love during the holiday season, and at the same time, builds brand awareness.

Introducing “The Truly Luxurious Christmas Tree”: a Christmas Tree activated and personalised by loving voices.

On a special mini-site created for the event, people could record voice greetings on their mobile phones and turns them into personalised Christmas Trees from the soundwaves of their loving voices.

Even though we can’t meet each other face to face, we believe that we could still bring people together with our voices.

When a personalised greeting turns into a Christmas Tree, it gives profound emotions and a new life to this nostalgic seasonal symbol. As a result, the campaign became a platform for people to connect with each other again during the holiday, which is truly luxurious among us.

We chose to create a mini-site instead of a mobile app because we want it to be widely accessible by everyone and allow easier sharing and postings. We built this site for everyone across all ages and sectors so that they can share their love to all of their friends and loved ones.

A mini-site was created with a built-in voice recognition system. It then analyses the volume and tempo and turns the soundwave into a visual. The visual was then transformed into a 3D Christmas tree.

Senders can also decorate the trees with different colors, backgrounds and choose different Giorgio Armani products as special gifts surrounding the tree.

After the Tree is completed, the senders could deliver their personalised Christmas Tree to their loved ones wherever they were, or share to everyone on social media.

The website recorded 200% visits more than last year.

Over 310,422 personalised Christmas Trees were created in the two weeks before Christmas day.