2016 Winners & Shortlists

The Campaign

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.

The Brief

To come up with a big idea, literally, to promote Star Wars: The Force Awakens in Abu Dhabi and get the world talking about the emirate’s role as one of the film’s new locations, Jakku, which was brought to life by twofour54.

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

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

The Strategy

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.