C-Zone has managed the project and the opening event of “JOY” the Christmas tree in Piazza Duomo in Milan sponsored by PANDORA. One hundred thousand people took part in the inauguration, filling the entire square. The Antoniano choir and the singer Bianca Atzei sang some of the Christmas classics, kicking off the festivities preceded by the fanfare of Milan police in full uniform. Under the tree, in a special installation, a video crew interviewed passersby, asking them to share a thought on the joy of giving. The best video contributions were included in the television commercial of the brand. In addition, til Christmas day, all the pictures taken in the installation and shared on socials, were suddendly printed and delivered in a special greeting card!