2022 Winners & Shortlists


CategoryNot-for-profit / Charity / Government

Why is this work relevant for Brand Experience & Activation?

In this specific case, our client was the government and our brief was to enhance the UAE citizens' experience with the brand and bring them closer to the Mars mission, inspiring people to believe that the "Impossible is Possible" - the government's positioning line. Hence, when we created something unheard of (baby space suits) and surprised parents who had kids born on the same day of the Mars arrival, we achieved what we set out to do via a brand activation that made parents experience the Mars mission in an unexpected and quite inspiring way.


As a part of its space exploration agenda, the United Arab Emirates launched a probe to Mars that was set to arrive on the Red Planet on the 9th of February, 2021. And this made the UAE the first Arab nation (and the fifth nation worldwide) to arrive on Mars. With this amazing milestone, the UAE government wanted to send a message to the next generations: everything is possible.

Describe the creative idea (20% of vote)

One of the main objectives of the Mars Mission was to inspire future Arab generations to pursue a career in space science and innovation and prove to the country that the impossible is possible. So, to mark the UAE’s successful mission and create some inspiration for the future generation, we gifted the babies born on the same day as the arrival with their first space suit ever. Tailor-made for newborn babies, the spacesuits were designed and crafted with a soft and non-allergenic fabric and with the same details as the uniforms used by the Emirati astronauts.

Describe the strategy (20% of vote)

Since our target was to inspire the UAE and take the government's "Impossible is Possible" concept further, we had the luxury of doing something broad. So, we decided to create an idea that would melt the hearts of parents, who make up a huge part of the UAE citizen base, and inspire them to educate their kids on achieving whatever they want.

Describe the execution (30% of vote)

The idea started off with the confection of the spacesuits. We partnered with an expert kids' tailor/clothing designer and designed a suit that would be perfect for newborns. This involved using anti-allergenic materials and being careful with the knitting and tightness of the small pieces of clothing. Once the suits were done, we scoured the biggest hospitals in the UAE and partnered with them to deliver the surprise to parents on the big day. The hospitals supplied us with an approximate number of babies expected and we prepared the suits for delivery. In total, we delivered around 350-500 suits in the 5 biggest hospitals in Dubai and the region, making the idea reach quite a few parents. Then, we had a PR strategy to seed our promotional video to the media and make the idea reach other parents and citizens who could be impacted by the idea.

List the results (30% of vote)

The baby space suits made it to the headlines with significant national coverage in the most important news channels in the UAE. It was a hit on social networks with thousands of comments, tweets and posts and a stunning 98% positive mentions online.


Name Company Role
Mounir Harfouche MullenLowe MENA FZ LLC Chief Executive Officer
Paul Banham MullenLowe MENA FZ LLC Executive Creative Director
Khaled AlShehhi UAE Government Media Office Executive Director Marketing & Communications
Eduardo Castello Branco MullenLowe MENA FZ LLC Creative Director
Hagall Muniz MullenLowe MENA FZ LLC Creative Director
Prerna Mehra MullenLowe MENA FZ LLC Creative Director & Head of Design
Rodrigo Rocha MullenLowe MENA FZ LLC Copywriter
Fabio Koriyama MullenLowe MENA FZ LLC Art Director
Caio Gandolfi MullenLowe MENA Art Director
Martina Niranjini MullenLowe MENA FZ LLC Producer
Marcio Rodrigues MullenLowe MENA FZ LLC Motion Graphic
Zahid Gill MullenLowe MENA FZ LLC Motion Graphic
Aaliya Bekova MullenLowe MENA FZ LLC Photographer/ Videographer
Rami Ghanem MullenLowe MENA FZ LLC Group Account Director
Khaled Kanoon MullenLowe MENA FZ LLC Account Manager
Omar Ariss MullenLowe MENA FZ LLC Account Manager
Latifa AlMarzooqi UAE Government Media Office Social Media Manager
Ghaya AlBannay UAE Government Media Office Social Media Executive