Saadiyat Cultural District / UAE / 2024Experiential · Digital & Tech · PR Stunts
Neural Murals.
Saadiyat Cultural District recorded the brainwaves of 75 artists, architects, musicians and other cultural figures with EEG headsets and turned them into live, generative murals.
- Brand
- Saadiyat Cultural District
- Agency
- Serviceplan Middle East
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Home to Louvre Abu Dhabi, Saadiyat Cultural District wanted to reach younger visitors who, the entry says, prefer interactive experiences and care more about the artist's mind than the finished work.
The idea
Serviceplan Middle East, Dejavu and Ouchhh captured EEG data from 75 cultural figures and fed it through Unreal Engine, so each brainwave frequency shaped part of an evolving mural. The project was hosted by Oprah Winfrey as part of the What Moves You content series, shown as an installation at Saadiyat and at global tourism trade fairs over six months, with PR by Memac Ogilvy.
Results
- Young visitor engagement at Saadiyat Cultural District up 280%, according to the Dubai Lynx entry
- Coverage in 2,700+ outlets, 4.9 billion PR reach and $21 million in earned media value, by the entry's figures
- 1.7 billion social impressions and 345.5 million video views, the entry says
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025PR – Content Creation & ProductionBronze
- Dubai Lynx 2025Digital Craft – Data VisualisationGold
Credits
- Creative agency
- Serviceplan Middle East
- Production and post-production
- Dejavu
- Production
- Ouchhh
- PR
- Memac Ogilvy Dubai
- Manager Partner, Serviceplan Middle East
- Natalie Shardan
- Manager Partner, Serviceplan Middle East
- Rami Hmadeh
- Manager Partner, Serviceplan Middle East
- Azhar Siddiqui
- Global Chief Creative Officer, Serviceplan Group
- Alex Schill
- Executive Creative Director, Serviceplan Middle East
- Nishant Shah
- Creative Director, Serviceplan Middle East
- André Couto
- Creative Director, Serviceplan Middle East
- Saleh Elghatit
- Associate Creative Director, Serviceplan Middle East
- Sameer Suri
- Associate Creative Director, Serviceplan Middle East
- Kenneth Barnes
- Associate Creative Director, Serviceplan Middle East
- Kunal Gagwani
- Associate Creative Director, Serviceplan Middle East
- Aashna Gopalkrishnan
- Associate Creative Director, Serviceplan Middle East
- Daniel Zacatenco
- Art Director, Serviceplan Middle East
- Yasir Ali
- Senior Designer, Serviceplan Middle East
- Dana Al-Sheyyab
- Copywriter, Serviceplan Middle East
- Zein Sadedin
- Jr. Copywriter, Serviceplan Middle East
- Mariam Maroof
- Art Director, Serviceplan Middle East
- Alejandro Bucoy
- Associate Creative Director, Serviceplan Middle East
- Rickie Lee Cheyne
- Associate Creative Director, Serviceplan Middle East
- Shalisha Hira
- Senior Copywriter, Serviceplan Middle East
- Rahul Sharma
- Senior Designer, Serviceplan Middle East
- Paulina De La Torre
- Senior Art Director, Serviceplan Middle East
- Radhi Raut
- Art Director, Serviceplan Middle East
- Jose Najera
- Head of Arabic, Serviceplan Middle East
- Rana Ahmad
- Arabic Copywriter, Serviceplan Middle East
- Nehal Salah
- Agency Producer, Serviceplan Middle East
- Geetika Sood
- Junior Producer, Serviceplan Middle East
- Saquib Wakankar
- Digital Lead and Culture Consultancy, Serviceplan Middle East
- Peaxh Fantastic
- Head of Strategy, Serviceplan Middle East
- Frances Valerie Bonifacio
- Director of Creative Strategy, Serviceplan Middle East
- Sajju Ambat
- Head of Digital Innovation, Serviceplan Middle East
- Karim Mroueh
- Studio Finalizer, Serviceplan Middle East
- Noushad Palepadiyan
- Studio Finalizer, Serviceplan Middle East
- Artchie Belcena
- Business Director, Serviceplan Middle East
- Rawida Saade
- Account Director, Serviceplan Middle East
- Yehia El Joueidi
- Account Manager, Serviceplan Middle East
- Mohamad Saboury
- Account Manager, Serviceplan Middle East
- Iuliia Borisova
- Strategic Marketing & Communication Sector Executive Director, Department of Culture & Tourism Abu Dhabi
- H.E. Nouf Mohamed Al-Bushlaibi
- Sector Marketing Department Director, Department of Culture & Tourism Abu Dhabi
- Emma Campbell
- Planning, Strategy & Operations Department Director, Department of Culture & Tourism Abu Dhabi
- George Kalliamvakos
- Creative & Production Department Director, Department of Culture & Tourism Abu Dhabi
- Ghadeer Khub
- Special Projects Lead, Department of Culture & Tourism Abu Dhabi
- Imane Zebrini
- Strategic Communications Section Head, Department of Culture & Tourism Abu Dhabi
- Jacqueline Jain
- Creative Content Section Head, Department of Culture & Tourism Abu Dhabi
- Jonathan Muller
- Campaign Section Head, Department of Culture & Tourism Abu Dhabi
- Nada Assaf
- Acting Domestic Destination Marketing Unit Head, Department of Culture & Tourism Abu Dhabi
- Kenneth Monis
- Celebrities & VIPs Management Unit Head, Department of Culture & Tourism Abu Dhabi
- Grainne Murphy
- Digital Design Unit Head, Department of Culture & Tourism Abu Dhabi
- Ahmed Regaie
- Digital Marketing Lead, Department of Culture & Tourism Abu Dhabi
- Ismail Ben Jelloun Touimi
- Social Media Senior Specialist, Department of Culture & Tourism Abu Dhabi
- Kseniya Mahileuskaya
- Campaign Management Specialist, Department of Culture & Tourism Abu Dhabi
- Tariq Naseer
- Graphic Designer, Department of Culture & Tourism Abu Dhabi
- Prageeth Malaka
- Executive Producer, Dejavu
- Manasavi Gosalia
- Director, Dejavu
- Neelay Shah
- Head of Production, Dejavu
- Kavya Iyer
- Head of Post Production, Dejavu
- Rafic Sawaya
- Editor, Dejavu
- Denis Leborgne
- Producer, Dejavu
- Sampada Harkara
- Director & New Media Artist, Ouchhh Studios
- Ferdi Alici
- Creative Director & New Media Artist, Ouchhh Studios
- Eylul Duranagac Alici
- CEO, Memac Ogilvy
- Patou Nuytemans
- CCO PR & Influence, Memac Ogilvy
- Joanna Oosthuizen
- Senior Client Lead, Memac Ogilvy
- Abdallah Elchami
- Business Director, Memac Ogilvy
- Yasser Hamdy
- Account Manager, Memac Ogilvy
- Talia Bishara
- Senior Account Executive, Memac Ogilvy
- Nicole Santon
- Copywriter, Memac Ogilvy
- Stella Parkes
