2016 Winners & Shortlists

Brief Explanation

The world was gearing up for the upcoming release of Star Wars: The Force Awakens, but few people knew that Abu Dhabi was home to one of the film’s new locations, Jakku. 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. Twofour54 needed an idea that celebrated Star Wars: The Force Awakens’ second worldwide premier in Abu Dhabi, and the emirate’s role as one of the film’s new planets, Jakku, which was brought to life by twofour54.

Results and Effectiveness

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

Creative Execution

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.

Insights, Strategy and the Idea

We chose one of Abu Dhabi’s most iconic buildings, the coin-shaped Aldar Headquarters, because it matched the shape of the film’s infamous Starkiller base. It’s also a highly visible landmark on Sheikh Zayed road, with over 630 000 commuters passing by every week