Ad Nut can think of nothing worse than a bush or forest fire ravaging swathes of the countryside, destroying homes for people and animals alike.
For many who have suffered losses, this Christmas season is not very festive and the folks at DDB Australia wanted to do something about it.
After a quick brainstorm about a week ago, the team decided to help drive donations with a poignant reminder to assist those whose holidays would not be so jolly this year.
They quickly mobilised to set up a 'Burnt Christmas tree' art installation in Sydney's Wynyard Park made up of pieces of bush-fire-ravaged items including wood and branches and destroyed property like a child's bicycle along with remnant metal implements and materials.
Visitors to the tree this week can make donations to the Red Cross through QR codes placed there, or from the redcross.com.au/tree website, where you can also listen to audio stories of those who survived the bushfires.