The Arab world's first Mars mission kicked off with help from this countdown campaign from TBWA

TBWA/RAAD was behind the United Arab Emirates' 'First Arab Countdown' push that invited viewers to participate on social

Published On
Jul 20, 2020

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Early this morning, at 1:58 AM local time, the United Arab Emirates made history with the world’s first mission to Mars from an Arab country.

Emirates Mars Mission’s “Hope Probe" launched from Japan, a few days later than scheduled due to weather conditions, with the world's first-ever Arabic countdown, the focus of a marketing campaign created via Dubai agency TBWA/RAAD.

It includes a film, seen here, that celebrates the Arabic countdown and invites people to share their own #FirstArabicCountdown on social media. The countdown also aired in prime locations and landmarks, on the Burj Khalifa skyscraper, as well as outdoor displays, buildings and cinemas across the UAE.

The campaign also includes a Snapchat Lens that incorporates audio, video and keywords allowing people to give the countdown the go-ahead, as well as PR from celebrities and influencers, encouraging non-Arabic speakers to learn Arabic countdown and inviting people to tune in to the big event.


Jul 20, 2020
Client :
Public Diplomacy Office
Agency :
Executive Director Marketing & Communications :
Khaled AlShehhi
Social Media Manager :
Latifa AlMarzooqi
Social Media Specialist :
Ghaya AlBannay
Chief Creative Officer :
Walid Kanaan
Executive Creative Director :
Bruno Bomediano
Head of Production :
Rouba Asmar
Senior Copywriter :
Maian Alken
Senior Art Director :
Sarah Guessoum
Designer :
Mohammad Alkawas
Senior Designer :
Rijin Kunnath
Motion Designer :
Lucas Pimenta
Motion Designer :
Camilo Rojas
Head of Digital :
Emad Doughan
Social Media Manager :
Yousif Noureldine
Digital Project Manager :
Abhimanyu Kannan
Content Creator :
Omar El Dehneh
Content Creator :
Ahmad Aborad
Content Creator :
Santiago Ramirez
Associate Director :
Jeed Almojalid
Senior Account Director :
Konstantin Goczol
Chief Development Officer :
Ghassan Kassabji
Chief Innovation Officer :
Jennifer Fischer
Corporate Communications Director :
Romy Abdelnour
Influencer marketing & digital talent agency :
ITP Live
Media Agency :

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