2016 Winners & Shortlists

STARKILLER BASE LANDS IN ABU DHABI

BrandTWOFOUR54 FZ LLC
Product/ServiceENTERTAINMENT
EntrantM&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
CategoryAmbient Media: Large Scale
Entrant Company M&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
Advertising Agency M&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
Media Agency TWOFOUR54 Abu Dhabi, UNITED ARAB EMIRATES
Production Company DAR AL FAJR Abu Dhabi, UNITED ARAB EMIRATES

Brief Explanation

As the film’s local media and production company, twofour54 needed to promote the release of Star Wars: The Force Awakens as well as get the world talking about Abu Dhabi’s role as the film’s new planet, Jakku. So we transformed one of Abu Dhabi’s most iconic buildings into the film’s infamous StarKiller Base

Creative Execution

We chose one of Abu Dhabi’s most iconic buildings, the coin-shaped Aldar Headquarters, because it perfectly matched the shape of the film’s infamous Starkiller base, and a great location to show off twofour54’s media and entertainment prowess. It’s also a highly visible landmark on Sheikh Zayed road, with over 630 000 commuters passing by every week. We wrapped Aldar HQ in over 17 000 square meters of printed material, the size of 3 football pitches, transforming it into the Starkiller base. The installation was carried out by cranes and ropemen, taking a total of 420 hours of combined manpower. The outdoor installation went up a week before the premier and is planned to stay up for two months.

Results

$5,961,444 in local ticket sales 33% sold before opening night 172 million impressions $1,300,000 PR value 630 000 views per week .

Credits

Name Company Role
Ryan Reed M/C Saatchi FZ LLC Executive Creative Director
Dario Albuquerque M/C Saatchi FZ LLC Creative Director
Dana Taha M/C Saatchi FZ LLC Senior Graphic Designer
James Swift M/C Saatchi FZ LLC Graphic Designer
Jean-Pierre De VIlliers M/C Saatchi FZ LLC Senior Art Director
Chad Wright M/C Saatchi FZ LLC Senior Copywriter
Pramod Pillai M/C Saatchi FZ LLC Retoucher
Rami Ekhlasi M/C Saatchi FZ LLC Retoucher
Scott Feasey M/C Saatchi FZ LLC CEO
Liesl Reed M/C Saatchi FZ LLC Senior Account Director
Ahmed Hamadeh M/C Saatchi FZ LLC Senior Account Director
Katrina Anderson Twofour54 FZ LLC Director of Marketing and Communications
Andrew Gabriel Twofour54 FZ LLC Head of Marketing
Sera Luqman Twofour54 FZ LLC Marketing Manager