2018 Winners & Shortlists

THE BUTTERFLY EFFECT

Client/BrandMASDAR
Product/ServiceGOVERNMENT
EntrantTHE MESSAGE HOUSE Dubai, UNITED ARAB EMIRATES
Type of EntryBrand Environment & Experience Design
CategoryLive Events, Installation & Environment
Idea Creation THE MESSAGE HOUSE Dubai, UNITED ARAB EMIRATES
Production SALUKI MEDIA Dubai, UNITED ARAB EMIRATES
Additional Company CLINK CLINK Bristol, UNITED KINGDOM
Additional Company 2 TURRET MEDIA Dubai, UNITED ARAB EMIRATES

The Campaign

We were looking for a unifying theme that would connect Abu Dhabi Sustainability Week and the Zayed Future Energy prize. As both aim to encourage global communities to realise viable and effective strategies to mitigate climate change, we looked for a metaphorical device that illustrated how everyone’s actions and can lead to a big impact. Taking inspiration from the Butterfly Effect theory, which is the metaphorical concept that a tornado can be influenced by minor movement such as the flapping of the wings of a distant butterfly several weeks earlier. Hence; The Butterfly Effect = The smallest of actions, when taken together, can have a massive impact

Creative Execution

Using the core idea of the Butterfly Effect, we utilised a combination of motion graphic branding on a 32m LED HD screen, state-of-the art kinetic lighting, a live multi-media dance performance, thought provoking and emotionally charged video footage and engaging key speakers, such as Professor Stephen Hawking and Fatima Al Kaabi, the UAE’s youngest inventor. All these concept touch points reflecting the core message of “The smallest of actions, when taken together, can have a massive impact”. We integrated an active social media moment, motivating the audience to create a butterfly effect of their own by sharing event related hashtags For grand finale, Four millions paper butterflies with the message ‘The future is in our hands’ were released from the ceiling as a tangible reminder of #butterflyeffect.

Indication of how successful the outcome was in the market

The event was received very well by all members of the audience, who reacted with joyful celebration as well as tears of empathy. With many mentions specifically on the creative integration of youth and the kinetic lighting butterfly, the impact of the ceremony on attendees was highlighted across all social media platforms and in the press. See case movie for more details

The butterfly theme worked on a number of different levels. On one level, the butterfly effect illustrated that the smallest actions, when taken together, can have a massive positive impact. Secondly, the metamorphosis process associated with the butterfly fitted perfectly with ADSW and ZFEP’s central theme for 2018 - transformation. Specifically, ADSW driving the global energy transformation and 10 years of ZFEP transforming lives.

Credits

Name Company Position
James Wood The Message House Creative Director
John Sammon Saluki Media Film director
Sancharee Saha The Message House Art Director
David Wright The Message House Managing Director
Chris Fountain Turret Media / One Communications Group Group Managing Director
Alex Pearn Clink Clink Creative Director
Rob Uphill Clink Clink Event Director
Nancy Saade Sammon Saluki Media Film producer
Renske Law The Message House Senior Account Manager
Emma Chapman-Burnett Clink Clink Project Manager
Links
Video URL