2016 Winners & Shortlists

STARKILLER BASE LANDS IN ABU DHABI

BrandTWOFOUR54 FZ LLC
Product/ServiceENTERTAINMENT
EntrantM&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
CategoryUse of Exhibitions and Installations
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

The Brief

Everyone has heard of Star Wars: The Force Awakens, but not everyone knows that Abu Dhabi was home to one of the film’s new planets, Jakku. With countries around the world carrying out big stunts, we needed to make sure ours stood out as the biggest. Twofour54 needed a big idea, literally, that promoted 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.

Creative Execution

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. We wrapped Aldar HQ in over 17 000 square meters of printed material, the size of 3 football pitches, transforming it into a replica of 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

As the film’s local media and production company, twofour54 needed to promote the release of Star Wars: The Force Awakens and promote Abu Dhabi’s role as the film’s new planet, Jakku.

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