Emirates NBD aimed to push the bar in creativity for National Day communication. In a nod to UAE’s space ventures, Emirates NBD’s National Day campaign features the national anthem of the country with a space twist.
With Liwa Content. Driven as the video marketing agency behind the idea, the anthem was created through the use of sounds of space.
Despite the challenge of the fact that space has no sounds since sound cannot travel in a vacuum making the journey longer and tougher for Liwa. The agency dug deeper into research which led them to NASA.”
NASA released sounds created by space from time to time, using data collected from the universe. This process is called ‘Sonification’. Further with the help of Dubai Astronomy Group, the sources of Sonification sounds were verified and validated the UAE Space Anthem, endorsing this scientific journey.
“But, space sounds are atonal,” says Sagar Rege, director at Liwa Content.Driven. “We required some amount of orchestration to tame these sounds and make them melodic.” The agency had several music composers and sound engineers to collaborate extensively to make the space version of Ishy Bilady come alive.
The UAE national anthem is familiar, but the subject of space sounds is still esoteric – it warranted simplification. How to make this complex topic accessible to the lay public? Liwa came up with a microsite that had the UAE Space Anthem itself, identifying each sound that’s used in it, a whole library of space sounds, and the entire process of how the concept was brought to life.
The concept was taken across – outdoor, social, outreach programs in schools, and as caller tunes with mobile service providers.
Credits
Client: Emirates NBD
Chief marketing officer: Moadh Bukhash
Vice president, group media and social: Mai Cheblak
Executive vice president, head of group marketing and customer experience: Vikram Krishna
Head of brand: Guillaume Degroisse
Group marketing: Rafeea Hussain Abdulla, Sara Ahmed Ali Murad Tajiki and Hala Zamani
Group marketing and customer experience: Sanaz Masoud Samadi
Group intranet and digital marketing operations (CIE): Elizabeth Suzan JohnMusic
Composed and produced: Raghav and Arjun
Track mixed, mastered and recorded: Prathmesh Dudhane at Bombay Live Studios
Assistant engineer: Romy Italia & Yugal Sharma
Animation: Ahmed Arnaouty, Breed Studios
VO artist: Safia Al Shehi
Microsite: LogicRays
Dubai astronomy Group
Liwa Content.Driven:
Director: Sagar Rege
ECD: Vijay Kumar
Strategic guidance: Rohit Arora
Creative director: Nikolina Popovic
Copywriters: Vijay Kumar & Rawan Kassem
Group head-art: Abhijeet Chaubal
Art director: Anas Ramzan
Head of animation: Muhammad Shoaib
Editor: Nikhil Soman
Account director: Puja Chatterjee
Account managers: Tamara Hisham and Nishqa Pillai
