The UAE Government Media Office: Mars shot

The nation brand of the United Arab Emirates leveraged its mission to Mars with a crowdsourced competition focused on making the impossible, possible in the UAE and around the world.

Campaign details

Brand: Government of Dubai Media OfficeBrand owner: Government of DubaiEntrant company: FP7 McCann DubaiIdea creation: FP7 McCann, DubaiMedia: OMD, DubaiPR: FP7 McCann, DubaiMarket: GlobalSector: Destinations & locationsMedia channels: Competitions & contests, Livestreaming, Online video, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

In 2020, as the world locked down, the UAE, a small country, with big dreams, moved forward to make its next big dream, possible: The first Arab mission to Mars, making it the...

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