Christmas trees are part of the joy of Christmas. But people are destroying the world’s trees. People are destroying the world. Climate change has reached a critical state and wildfires are more frequent and intense than ever. Yet, the world doesn’t seem to be paying attention.

So, Mall of the Emirates decided to bring wildfires to the one tree that people don’t ignore. The tree that everyone loves to look at – the Christmas Tree.

MullenLowe Mena created a captivating, 100% carbon neutral, 8-metre LED tree to deliver the message and essentially flip the script on Christmas tree lighting ceremonies for good. Included in the initiative, too, Mall of the Emirates and MullenLowe Mena are inviting the nation to make a pledge to living more sustainably and for every pledge made, the mall will plant a tree on the person’s behalf.

Mall of the Emirates is working hard to lead 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 3M kWh renewable energy.