2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

To commemorate the arrival of its Hope Probe to Mars on the 9th of February 2021 and celebrate this historic milestone for the Arab world and humanity, we wanted to give people a symbolic souvenir, straight from Mars. We created a passport stamp printed with a specially formulated ‘Martian Ink’ - A limited-edition ink that is extracted from volcanic basalt rocks, that give the Red Planet its distinct rusty colour and that are also present in the mountain ranges of the UAE. An emblem of the country’s unwavering ambition and guiding principle that “Impossible is Possible”, the stamp welcomed all UAE visitors with a memorable reminder of this new era for Arabs in time and space and a special message: “You’ve arrived in the Emirates. The Emirates is arriving at Mars on 09.02.2021. Printed with Martian Ink.”

Cultural / Context information for the jury

On the 20th of July 2020, the Emirates Mars Mission launched the Hope Probe. A testament to the UAE’s relentless ambition that culminated in the first ever Arab interplanetary space mission. On the 9th of February 2021, the Hope probe was to complete its 7-month and 493.5 million kilometre-journey to the Red Planet. But the probe’s entry into the Martian orbit was the most dangerous part of its voyage. Just before entering the orbit, the probe had to go through a 30-minute ‘dark’ period, with no contact from the on-ground team and perform automated maneuvers that will push it into the orbit. Irrespective of the outcome of the probe’s Orbit Insertion, 9th February marked a major milestone not just for the UAE but for the entire Arab world. We wanted to celebrate it and spread the news with something that’s equally remarkable.