Digit is looking to find how the meaning of Christmas changes over the course of the festive period in a ‘reverse advent’ concept where data will be captured everyday and presented in the new year in a tangible form.

A Digit-designed database pools Tweets on Christmas chatter by searching for key words around the themes indulgence, giving, emotion and celebration.

A still from Digit's tweet map
A still from Digit’s tweet map

The database whittles down the first 15,000 tweets it captures, searching for those which are eligible and contain the words ‘Christmas’ or ‘giving’.

These are presented as four ‘celestial bodies’ or clouds of information, representing the popularity of each theme, according to Digit creative director Henry Brooke who says a rendering of the results is created twice a day.

‘We’re hoping that emotion and indulgence appear more as attitudes and feelings change,’ says Brooke, who explains, ‘At the end we might make a nice poster or something that looks more like a moon calendar. 

Watch Lizzie Mary Cullen on xxx's site
Watch Lizzie Mary Cullen on Blue Hive Communications’ site

More Tweet based Xmas fun is to be had at Blue Hive Communications today where illustrator Lizzie Mary Cullen is asking for yuletide tweets to be sent to #merrydoodle. She’ll be drawing them onto a wall in real time for the next two days at the company’s HQ and can be tracked at

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