The annual unveiling of the Distillery District’s gigantic holiday tree has become a Toronto ritual and for the second year in a row, Dior has the “starring” role.

The luxury brand’s activation in the Distillery Winter Village sees its distinctive logo, products and brand decorate the 56-foot tree, complemented by OOH advertising throughout the village. The activation was created by Publicis and Toronto’s Eat it Up Media. It was unveiled to the public on Thursday November 16.

The Dior brand is the focal point of the tree and this year and features a large-sized Dior logo and 1,200 Dior-themed ornaments. Its Insta-worthiness was amped up this year with a “360-degree photo opportunity” of perfume bottles on a carousel-like structure surrounding the entire base of the tree.

The 2022 Winter Village attracted 1.25 million visitors over six weeks in 2022 and garnered Dior 1.8 billion total earned impressions, according to Eat it Up Media.

Other earned media stats include 500 million impressions across broadcast and radio, and a measurable social reach of 50 million. It was covered by all major Canadian media outlets and a handful of U.S. ones.

Other brands activating in the Village for 2023 include Nestle (Aero), Lindt, McCain, Sunwing, the Royal Ontario Museum, CBC, and charitable organization Fred Victor.

The Winter Village runs Nov. 16 2023 to Jan. 7, 2024.