St. Pancras International

Following the success of its Wicked tree the year before, St. Pancras International set out to hold attention in London's crowded Christmas market without a film tie-in, and with a largely transient audience passing through. Its response was a 12-metre tree conceived as a music box and built around the wishes of 38 children at Great Ormond Street Hospital, ranging from tea with Snow White to running for half an hour without pain.

A ballerina topper was modelled on one of the hospital's music therapists, patients hand-painted the ornaments, and illuminated dream windows around the base revealed each child's wish. In place of a celebrity switch-on, the tree opened with a live ballet performance accompanied on guitar by the GOSH Arts team, with families invited to take part. Unannounced concourse sets from The Darkness and Jessie J drew on the station's tradition of public pianos. Braille, audio description and seating supported visually impaired visitors, and a replica tree was installed inside the hospital for children unable to travel.

The entry reports more than 650 media pieces with a potential reach of 2.96 billion, the second-highest share of voice in London, St. Pancras named in 68% of headlines against 49% in 2023, 404 social posts with over 300,000 engagements and more than £27,000 raised for the charity.