When asked why one doesn’t get a real Christmas tree, most will tell you it’s a pain in the ass. Yet surveys showed there was a single differentiating factor between an artificial tree and a real one - the joy it brings. Joy to the Real reframes the challenges of a real tree experience as the embodiment of joy. This UGC campaign celebrates the authentic and sometimes all too real moments of the season - including the most important one of all, the experience of a real Christmas tree.