Apple brought Christmas magic to the streets of London with Your Tree on Battersea, a festive large-scale projection mapping experience that transformed the iconic Battersea Power Station into a living canvas of creativity. Blending OOH, Digital Art, and Urban Projection, the activation invited emerging artists from across the UK to turn iPad-made illustrations into monumental holiday moments.
From iPad sketches to an urban landmark
The campaign began with an open call inviting artists to draw their own version of a Christmas tree using iPad. From hundreds of submissions, 24 winning designs were selected and projected in rotation onto Battersea Power Station’s iconic chimneys throughout the festive season.
Each projection reimagined the historic industrial building as a glowing gallery in motion — merging digital illustration with one of London’s most recognizable architectural symbols.
Emerging talent meets cultural icons
Alongside the competition winners, Apple also featured commissioned works from well-known cultural figures including Sir Stephen Fry, Kylie Minogue, and David Shrigley OBE.
By placing emerging artists and established names on the same monumental stage, the campaign reinforced Apple’s message that creativity is inclusive — and that everyone deserves a place in the spotlight.
A festive light-up turned shared experience
The official light-up took place on December 4 and was hosted by British comedian Munya Chawawa, marking the start of a season-long celebration of light, art, and community.
Rather than a traditional holiday display, the moment felt participatory — showcasing how individual ideas can come together to create something unforgettable at city scale.
OOH as a canvas for creativity
At its core, Your Tree on Battersea reframes outdoor advertising as a platform for expression rather than promotion. By using accessible tools like the iPad, Apple lowered creative barriers and brought personal artwork into shared public space.
The result is OOH that doesn’t just decorate the city — it connects people, sparks emotion, and turns everyday urban space into a collective cultural experience.
Final thoughts
With its festive projections at Battersea Power Station, Apple demonstrates how technology, art, and iconic locations can come together to create meaningful seasonal moments. By amplifying emerging voices alongside cultural icons, the campaign celebrates imagination, inclusivity, and creativity at monumental scale.
This Christmas, Battersea didn’t just light up — it told stories, one digital tree at a time.
FAQs about this campaign
What is Apple’s Christmas OOH campaign about?
It’s a seasonal outdoor campaign where Apple uses large-scale projections on urban landmarks to deliver emotional, festive storytelling in public space.
Why does this campaign stand out?
Because it replaces traditional billboards with immersive light projections, turning architecture into a storytelling canvas that feels cinematic and human.
How does OOH enhance the message?
OOH allows Apple to reach people in shared spaces, creating collective moments that feel intimate despite their massive scale.
What role do projections play in outdoor advertising?
Projections enable brands to be impactful without permanent installations, offering flexibility, spectacle, and emotional resonance.
What can brands learn from Apple’s approach?
That powerful OOH doesn’t need to shout—when storytelling, timing, and format align, outdoor advertising can create lasting emotional connections.
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