MullenLowe MENA FZ LLC

Client: UAE Government Media Office
Product: Emirates Mars Mission
Title: My 1st Spacesuit
Media: Direct
Country: United Arab Emirates
Date Of Campaign: 9th February 2021

Background: 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 inspire the next generations that anything is possible.

Idea: 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 in the same day as the arrival with their first space suit ever. Tailor-made for newborn babies, the space suits were designed and crafted with a soft and non-allergenic fabric and with the same details of the uniforms used by the Emirati astronauts.

Results: 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.