Saadiyat Cultural District / الإمارات / 2024التجارب الحيّة · الرقمي والتقنية · حملات العلاقات العامة
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.
- العلامة التجارية
- Saadiyat Cultural District
- الوكالة
- Serviceplan Middle East
- السوق
- الإمارات
- المنطقة
- الخليج
- السنة
- 2024
التحدي
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.
الفكرة
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.
النتائج
- 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
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025PR – Content Creation & Productionبرونزية
- Dubai Lynx 2025Digital Craft – Data Visualisationذهبية
فريق العمل
- الوكالة الإبداعية
- Serviceplan Middle East
- Production and post-production
- Dejavu
- الإنتاج
- Ouchhh
- العلاقات العامة
- 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
- المدير الإبداعي التنفيذي، Serviceplan Middle East
- Nishant Shah
- المدير الإبداعي، Serviceplan Middle East
- André Couto
- المدير الإبداعي، Serviceplan Middle East
- Saleh Elghatit
- المدير الإبداعي المشارك، Serviceplan Middle East
- Sameer Suri
- المدير الإبداعي المشارك، Serviceplan Middle East
- Kenneth Barnes
- المدير الإبداعي المشارك، Serviceplan Middle East
- Kunal Gagwani
- المدير الإبداعي المشارك، Serviceplan Middle East
- Aashna Gopalkrishnan
- المدير الإبداعي المشارك، Serviceplan Middle East
- Daniel Zacatenco
- المدير الفني، Serviceplan Middle East
- Yasir Ali
- Senior Designer, Serviceplan Middle East
- Dana Al-Sheyyab
- كاتب الإعلانات، Serviceplan Middle East
- Zein Sadedin
- Jr. Copywriter, Serviceplan Middle East
- Mariam Maroof
- المدير الفني، Serviceplan Middle East
- Alejandro Bucoy
- المدير الإبداعي المشارك، Serviceplan Middle East
- Rickie Lee Cheyne
- المدير الإبداعي المشارك، Serviceplan Middle East
- Shalisha Hira
- كاتب الإعلانات الأول، Serviceplan Middle East
- Rahul Sharma
- Senior Designer, Serviceplan Middle East
- Paulina De La Torre
- المدير الفني الأول، Serviceplan Middle East
- Radhi Raut
- المدير الفني، Serviceplan Middle East
- Jose Najera
- Head of Arabic, Serviceplan Middle East
- Rana Ahmad
- كاتب الإعلانات بالعربية، Serviceplan Middle East
- Nehal Salah
- منتج الوكالة، Serviceplan Middle East
- Geetika Sood
- Junior Producer, Serviceplan Middle East
- Saquib Wakankar
- Digital Lead and Culture Consultancy, Serviceplan Middle East
- Peaxh Fantastic
- رئيس التخطيط الاستراتيجي، 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
- مدير الأعمال، Serviceplan Middle East
- Rawida Saade
- مدير الحسابات، Serviceplan Middle East
- Yehia El Joueidi
- مدير الحساب، Serviceplan Middle East
- Mohamad Saboury
- مدير الحساب، 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
- مصمم الجرافيك، Department of Culture & Tourism Abu Dhabi
- Prageeth Malaka
- المنتج المنفذ، Dejavu
- Manasavi Gosalia
- المخرج، Dejavu
- Neelay Shah
- رئيس الإنتاج، Dejavu
- Kavya Iyer
- Head of Post Production, Dejavu
- Rafic Sawaya
- المونتاج، Dejavu
- Denis Leborgne
- المنتج، 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
- مدير الأعمال، Memac Ogilvy
- Yasser Hamdy
- مدير الحساب، Memac Ogilvy
- Talia Bishara
- Senior Account Executive, Memac Ogilvy
- Nicole Santon
- كاتب الإعلانات، Memac Ogilvy
- Stella Parkes
