2016 Winners & Shortlists

ENERGY WORLD QATAR

BrandQATAR SHELL
Product/ServiceENERGY WORLD QATAR
EntrantIMAGINATION Doha, QATAR
CategoryRetail & Environmental Design
Entrant Company IMAGINATION Doha, QATAR
Advertising Agency IMAGINATION Doha, QATAR

Brief Explanation

Qatar Shell and its long term partner Qatar Petroleum are committed to supporting the human development and environmental pillars of the Qatar National Vision 2030. This includes educating young Qataris and encouraging them to contribute to the development of the fastest growing economy in the world. Getting the younger generation interested in subjects like science, technology, engineering and mathematics (STEM) is a challenge for every society today. Qatar Shell and Qatar Petroleum in association with the Qatar Tourism Authority set out to present a national science festival to inspire youngsters to consider technical careers and choose technical subjects.

The Brief

The event was dedicated to inspiring students to choose STEM subjects and enthuse them with the possibilities of helping secure future success for their country. The ultimate objective was to increase the number of higher education students studying STEM subjects. The challenge was to engage young visitors and interest them in those subjects through an enjoyable, fun experience designed with their needs in mind. In other words, make the kids the stars and inspire them to considering becoming a scientist, engineer, inventor.

How the final design was conceived

We created an immersive educational experience with a series of zones and activities connected by RFID to encourage learning and sharing. We designed and delivered the complete event environment along with all content. The experience included a diverse range of different activities: screens to explore, hands-on interactive exhibits, informative films, crazy games, curious experiments, quizzes, brainstorm sessions, even stage shows and a ‘dancercise’ studio. We cooked up a 3 metre high hamburger (showing how much water is required to produce food) and a house with a unique perspective on energy saving. All these activities shared brief insights into energy and the innovative ideas associated with STEM subjects that enable human progress. We distilled key messaging into easily understood content to enhance accessibility for younger minds. A consistent thread through the experience was the ‘Join The Energy Generation’ digital installation. This scenario-based quiz invited young visitors to meet five specially created superheroes, discover their own special powers and follow their favourite superhero into the world of STEM. Our zoning strategy utilised a bold graphic language, colour theming, strong iconography and way-finding to define a linear visitor journey through the experience; this delivered a concise narrative through the respective zones.

Indication of how successful the outcome was in the market

The event attracted 22,332 visitors in total, including 5052 student visitors through the school engagement programme. Two thirds of visitors were under 16 years of age. The event was successful in inspiring students about science, technology, engineering and mathematics. Results across key audience segments suggest that all participants had a positive experience during their visit – and that the event had a significant impact on increasing students’ interest in STEM subjects. Students found the event provided an educational and stimulating learning environment. The majority of students said it had stimulated their interest in pursuing careers in STEM related fields – engineering being among the most popular area of interest. 98% of under 12 students said the activities made learning about STEM fun; 91% of students aged 12+ found the activities made STEM more interesting; 61% of students said their interest in STEM increased a lot since attending; 86% of teachers rated the event as inspirational in encouraging students’ interest in STEM; 85% of the general public rated it as inspirational in encouraging students’ interest in STEM; 92% of the general public were likely to encourage their child or younger family members to take STEM subjects at university or college.

Credits

Name Company Role
Jiri Bures Imagination Ltd Creative Director
Tom Gray Imagination Ltd Strategy Director
Adel Noueihed Imagination Ltd Business Director
Wesley Richardson Imagination Ltd Creative lead
Colin Rivett Imagination Ltd 3D Creative Lead
Thomas Maxwell Imagination Ltd Graphic Designer
Ahmed Alzeyat Imagination Ltd Senior 3D Creative
Pete Kong Imagination Ltd Senior 3D Creative
Mohammad Habet Imagination Ltd Graphic Designer
Lynda Hickey Imagination Ltd Global Project Director
Charlotte Jordan Imagination Ltd Qatar Project Director
Robyn Spencer Imagination Ltd Art Director
Mathew Mood Imagination Ltd Art Director/Editor