The media campaign for the Emirates Mars Exploration Project wins international awards

The UAE Government Media Office won a global award from the Cannes Lions International Festival of Creativity, one of the most important events in the world to honor creative mass communication and creative ideas for media campaigns. More than 29,000 campaigns and creative works from 90 countries around the world competed for its awards this year, including The Cannes Lions International Creativity Awards jury includes a number of distinguished mass communication, media and marketing experts from around the world.

The Media Office won the Silver Creativity Award for the External Campaigns category at the festival for the media campaign for the Emirates Mars Exploration Project, “Hope Probe,” which was implemented last February, coinciding with the arrival of the “Hope Probe,” within the Emirates Mars Exploration Project, to the Red Planet on the first space mission. To explore the planets led by an Arab country.

A global tribute to creativity
The Cannes Lions International Festival of Creativity Awards were distributed in France last June amid global demand from hundreds of entities, institutions and companies to obtain these prestigious awards, which are among the most important in the world in the field of media, mass communication and marketing.

The UAE Government Media Office had run an extensive media campaign coinciding with the arrival of the “Hope Probe,” the first Arab space mission to explore the planets, under the name “Arabs to Mars.” This campaign included many activities, events, and sub-media campaigns, including the innovative educational media campaign, “Moons.” “Planet Mars”, which witnessed the lighting of the Dubai sky, specifically the Al Qudra area, with two moons through modern technologies used for the first time in the Arab region.

This unique experience of the appearance of the moons of Mars in the skies of the UAE as part of the “Moons of Mars” experiment witnessed unprecedented interaction from social media pioneers, in addition to inspiring community members and increasing their awareness and space culture by raising scientific questions about the environment of the planet Mars.

To implement this innovative idea for the “Mars Moons” campaign, which was carried out in cooperation with the marketing agency Moulin Louis-Mina, two giant cranes were used, each exceeding 100 meters in length, and the two satellites were displayed through an advanced screen reaching a length of 40 meters to make them naturally visible from the outside. Long distances.

Honoring national projects
His Excellency Saeed Al Eter, Head of the UAE Government Media Office, said: “The UAE Government Media Office is always keen to be on the same level as major national projects, events and initiatives by presenting media campaigns aimed at reaching segments of society through various means and media, whether traditional or Updated locally, regionally and globally, to ensure the effective delivery of the goals and messages of these projects to the receiving public and to ensure the required positive interaction with these national projects and events.”

For her part, Alia Al Hammadi, Vice President of the UAE Government Media Office, confirmed: “The fact that the expanded media campaign managed by the UAE Government Media Office in conjunction with the arrival of the Hope Probe to Mars has won more prestigious international awards is new evidence that creative ideas always gain recognition.” With honor and appreciation at the global level, especially when it coincides with giant national projects that contribute to their role in the scientific progress of humanity, such as the “Hope Probe.”

Al Hammadi stressed that the recent victory of the media campaign for the Emirates Mars Exploration Project in the Cannes Lions International Festival of Creativity Awards and the Dubai Lynx International Creative Awards will certainly contribute to consolidating the UAE’s position in the regional and global mentality as a home for creativity and creative ideas.

Keeping up with ambition and innovation
For his part, Khaled Al Shehhi, Executive Director of the Digital Production and Communication Sector at the UAE Government Media Office, stressed that giant national projects are always inspiring as they require creative ideas for media campaigns to keep pace with them and be equally ambitious, innovative and pioneering.

Al Shehhi added that the ability of the “Satellites of Mars” campaign to seize this prestigious award after competing with more than 29,000 campaigns and creative works from 90 countries around the world confirms that creative ideas always have a double positive impact, not only on the target audience that interacted with these ideas. The campaign is impressive, but also at the level of experts and global appreciation, especially since the jury committees for the Cannes Lions International Creativity Awards include a number of senior and distinguished mass communication, media and marketing experts from around the world.

Media campaigns with creative ideas
The UAE Government Media Office had won several major global creative “Dubai Lynx” awards for the year 2021, in honor of the office’s creativity and innovations in managing two media campaigns accompanying the Emirates Mars Exploration Project “Hope Probe”, which is “the first countdown in the Arabic language”, which accompanied The countdown to the launch of the rocket carrying the probe from the launch base in Japan in July 2020 begins in Arabic for the first time in the history of space missions in the world, in addition to the “Mars Stamp” campaign. As part of this innovative media campaign, those arriving at Dubai airports on February 9, 2021, that is, on the same day the Hope Probe arrived in Mars orbit, were surprised upon their arrival at the passenger entry gates that passport officers were decorating the pages of their passports with the first Mars stamp of its kind in the world using special ink. It is Mars ink made from volcanic basalt rocks found in the Mleiha area in the Emirate of Sharjah. It is a unique ink in its idea and composition and is made of a mixture that mimics the formations. The geology of Mars and its red color.

As part of this initiative, passport officers at Dubai airports printed on the entry visa page for those arriving there the phrase “I have arrived in the Emirates… and the Emirates will reach Mars on 02/09/2021” with a special design for the Hope Probe, the first Arab and international space mission to monitor unprecedented scientific information about… The Red Planet over a full Martian year.

It is noteworthy that the Cannes Lions International Festival of Creativity was established in 1954 and is considered one of the most important global events that celebrate innovation and creative ideas in the field of media, mass communication and marketing. The festival was initially established as a simulation of the famous Cannes Film Festival with the aim of honoring creativity in the field of advertising, advertising and innovative media and marketing campaigns. With creative ideas, the festival is held in the French city of Cannes annually and is attended by thousands of people interested in this field, as a forum for workers in the creative communication sector in the world, where they acquire new knowledge, They interact with each other to exchange experiences and information, and celebrate creativity and its impact on the public.