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Category
Events & Experiential
Annual ID
OS_PR21_050M
About the Work
As part of the United Arab Emirates’ space exploration agenda, the UAE launched the Mars Mission and sent a probe to the Red Planet on 20 July 2020. The probe was set to arrive on Mars on 9 February 2021 and – as this was to be the first time that an Arab country had ever arrived on Mars – the UAE Government wanted to make sure that everyone in the world was watching.
Although not many people know this, Mars has two moons – Phobos and Deimos. These moons were in the probe’s line of sight during its arrival, so we decided to bring them to Earth to make the people of the UAE feel as if they were in space.
Using super-realistic sky mapping projection technology that had never before been seen in the Middle East, two giant 70-metre cranes and a 40-metre holo screen, we projected two exact replicas of the Mars moons onto the Dubai sky. The screen and the cranes were invisible at night, and the moons – which were visible for miles – looked incredibly realistic. Social media picked up on them quickly. Within a few hours, the videos had taken the internet by storm. Some social media users even claimed that the end of the world was nigh, and this ensured that the media covered the ‘Double Moon’ phenomenon.
After the buzz built up, we made a government announcement via social media and to the press revealing that the phenomenon was actually a projection of the Mars moons that were visible to the UAE’s probe in the moments before its arrival. In the address, a government official invited everyone to tune into our live stream and watch the UAE arrive on the Red Planet.
Although not many people know this, Mars has two moons – Phobos and Deimos. These moons were in the probe’s line of sight during its arrival, so we decided to bring them to Earth to make the people of the UAE feel as if they were in space.
Using super-realistic sky mapping projection technology that had never before been seen in the Middle East, two giant 70-metre cranes and a 40-metre holo screen, we projected two exact replicas of the Mars moons onto the Dubai sky. The screen and the cranes were invisible at night, and the moons – which were visible for miles – looked incredibly realistic. Social media picked up on them quickly. Within a few hours, the videos had taken the internet by storm. Some social media users even claimed that the end of the world was nigh, and this ensured that the media covered the ‘Double Moon’ phenomenon.
After the buzz built up, we made a government announcement via social media and to the press revealing that the phenomenon was actually a projection of the Mars moons that were visible to the UAE’s probe in the moments before its arrival. In the address, a government official invited everyone to tune into our live stream and watch the UAE arrive on the Red Planet.
2021 Awards
Total Points: 3
Merit
Credits
Agency
MullenLowe MENA FZ LLC / Dubai
Client / Brand
UAE Government Media Office / Dubai
Production Company
NuFormer / Amsterdam
Art Director
Fabio Koriyama
Creative Director
Eduardo Castello Branco
Hagall Muniz
Editor
Marcio Rodrigues
Zahid Gill
Executive Creative Director
Paul Banham
Photographer
Aaliya Bekova
Producer
Martina Niranjini
Social Media Manager
Latifa Al Marzooqi
Writer
Rodrigo Rocha
Account Manager
Khaled Kanoon
Omar Ariss
Executive Director Marketing & Communications
Khaled AlShehhi
Group Account Director
Rami Ghanem
Social Media Executive
Ghaya AlBannay
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