ASTI ELKA

New Year = fir tree (elka) = champagne, we have proved this simple idea in the interactive project Asti FIR TREE (ELKA). The result of 2 months work was an application for Facebook, which brought thousands of people in love to the growing domestic conifers. Elka’s height depended on the number of participants and the number of their friends, and in the final three highest trees were established in the form of huge screens that in real time could hang a toy with a photo — a reflection of the face in a bowl.

The campaign has set several records: during 3 weeks group on Facebook has grown from 300 to 14 000 000, during time of the promo more than 2.5 million fir trees were created.