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2022 Next Creative Leaders Work - NCL Work
The First Arabic Countdown
Agency Sarah Guessoum
Client NCL 2022 | Sarah Guessoum
Category
NCL 2022
Annual ID
NCL22_Guessoum_20
Project Type
Client-commissioned
Agency
TBWA Raad
Client Name
The UAE Government Media Office
Client URL
https://www.mediaoffice.ae/
My Role in This Project
Conceptualizer + Art Director.
Created the idea then lead and developed the full campaign from start to finish including design and social activation.
POV: Launching the Emirates Mars Mission with the First Arabic Countdown. For decades, we've watched the world race to destination space with our hearts cheering every countdown in foreign languages. Believe it or not countdowns in the Middle East are never in Arabic. What was once known as the language of science has become today's language of fear. So much so that the United Arab Emirates first mission to another planet was going to take off with a countdown in english. We saw this as an opportunity to restore pride in the Arabic language and that's why we came up with the idea of launching the first Arabic countdown and inviting the world to speak and cheer in Arabic. It was time for the Arabic language to make an appearance in global news for all the right reasons.
Project Description
The Emirates was about to launch the Arab world’s first ever interplanetary mission to Mars and we were tasked with promoting it. A dream come true for every Creative. The thing is, throughout decades, we’ve been used to witnessing the countdowns to historic milestones like these in foreign languages like English, French, Russian, Japanese and others. Yet, never in Arabic. So when it came to letting the world know that the Arabs are going to Mars, we had to make sure our voice was heard loud and clear. The Arab voice that is. And so, the world’s first Arabic countdown was born. The actual countdown to launch the Emirates Mars Mission’s Hope Probe to Mars was going to be in Arabic. A seismic event that caused celebrities, public figures, brands and people from all over the world to speak Arabic by counting down from 10-1 – for the first time ever. This film announced our idea and invited the world to lend their voices to history by sharing their #FirstArabicCountdown. This idea was awarded at the 2020/2021 Dubai Lynx Festival of Creativity with a Silver in Digital and a Bronze in Brand Experience & Activation. It also won Gold in Integrated and Bronze in the Live Communications category at The Loeries 2021.
Client-commissioned
Agency
TBWA Raad
Client Name
The UAE Government Media Office
Client URL
https://www.mediaoffice.ae/
My Role in This Project
Conceptualizer + Art Director.
Created the idea then lead and developed the full campaign from start to finish including design and social activation.
POV: Launching the Emirates Mars Mission with the First Arabic Countdown. For decades, we've watched the world race to destination space with our hearts cheering every countdown in foreign languages. Believe it or not countdowns in the Middle East are never in Arabic. What was once known as the language of science has become today's language of fear. So much so that the United Arab Emirates first mission to another planet was going to take off with a countdown in english. We saw this as an opportunity to restore pride in the Arabic language and that's why we came up with the idea of launching the first Arabic countdown and inviting the world to speak and cheer in Arabic. It was time for the Arabic language to make an appearance in global news for all the right reasons.
Project Description
The Emirates was about to launch the Arab world’s first ever interplanetary mission to Mars and we were tasked with promoting it. A dream come true for every Creative. The thing is, throughout decades, we’ve been used to witnessing the countdowns to historic milestones like these in foreign languages like English, French, Russian, Japanese and others. Yet, never in Arabic. So when it came to letting the world know that the Arabs are going to Mars, we had to make sure our voice was heard loud and clear. The Arab voice that is. And so, the world’s first Arabic countdown was born. The actual countdown to launch the Emirates Mars Mission’s Hope Probe to Mars was going to be in Arabic. A seismic event that caused celebrities, public figures, brands and people from all over the world to speak Arabic by counting down from 10-1 – for the first time ever. This film announced our idea and invited the world to lend their voices to history by sharing their #FirstArabicCountdown. This idea was awarded at the 2020/2021 Dubai Lynx Festival of Creativity with a Silver in Digital and a Bronze in Brand Experience & Activation. It also won Gold in Integrated and Bronze in the Live Communications category at The Loeries 2021.
2022 Awards
NCL Work
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