2022 Winners & Shortlists

DOUBLE MOON

Silver Lynx

Demo Film

Presentation Image

BrandUAE GOVERNMENT MEDIA OFFICE
Product/ServiceEMIRATES MARS MISSION
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategorySpecial Build
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
PR MARKETTIERS London, UNITED KINGDOM

Cultural / Context information for the jury

As a part of its space exploration agenda, the United Arab Emirates (UAE) launched the Mars Mission and sent a probe to the Red Planet 7 months ago. The probe was set to arrive on Mars in early 2021. As this was to be the first time that an Arab country had ever arrived on Mars, the UAE government wanted to make sure that everyone in the world was watching. The concept for the mission was ‘Impossible is Possible’, a reference to the many amazing things that have occurred in the UAE and to the difficulty of sending a probe to Mars given that 50% of the earlier missions to Mars had failed.

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

During the first week of February, two mysterious rock-like shapes appeared in Dubai’s night sky. Social media picked up on this quickly and, within a few hours, the videos had taken the internet by storm. Some social media users went as far as to claim that the end of the world was nigh. This ensured media coverage of the ‘Double Moon’ phenomenon. After the buzz built up, we made a government announcement via social media and to the press revealing that the phenomenon was actually a projection of the Mars moons that were visible to the UAE’s probe in the moments before its arrival. In the address, a government official invited everyone to tune into our live stream and watch the UAE arrive on the Red Planet.

Credits

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
Rodrigo Rocha MullenLowe MENA FZ LLC Copywriter
Fabio Koriyama MullenLowe MENA FZ LLC 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
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