While the iPad is well known for its versatility, at its core it has always been an exceptional creative tool. Between its large display and Apple Pencil support, it practically begs you to create with it.

Over the past month, Apple UK has leaned into this idea with its Your Tree on Battersea campaign, inviting UK iPad users to have their creativity displayed on an iconic London landmark, Battersea Power Station, which also happens to be home to Apple’s UK headquarters.

In November, UK users were invited to download a Christmas tree template from Apple, design it however they liked, and submit it for a chance to be featured.

Through December 24, selected submissions, alongside work from established artists and well-known figures like Kylie Minogue and Sir Stephen Fry, are being projected onto the river-facing chimneys and wash towers of Battersea Power Station. While Apple has traditionally showcased commissioned artwork on the building during the holiday season, this year marks the first time the public has been invited to submit their own creations.

Being US-based, I know I’m a bit late to covering this. Still, it’s a genuinely nice campaign to see. In my opinion, marketing efforts around the iPad have largely fallen off a cliff in recent years, in deference to the iPhone and/or Mac, so it’s refreshing to see Apple publicly celebrate the iPad’s creative side again.