The First Arabic Countdown
"The First Arabic Countdown" was a groundbreaking initiative launched by the UAE to mark the nation’s historic Mars mission in 2020. Instead of following the global norm of counting down in English, the campaign boldly introduced the world’s first space launch countdown in Arabic. This movement redefined Arabic’s cultural and scientific relevance, reclaiming pride in the native language and uniting the Arab world under a powerful symbol of progress and identity. It combined outdoor media, influencer activation, and viral social content to spark a region-wide rally of linguistic pride.
client
[ UAE Government Media Office / Emirates Mars Mission ]
role
[ Art Director ]
Yesr
[ 2020 ]
Client Brief
Goal:
Transform a national scientific milestone into a regional cultural movement.
Restore pride in the Arabic language by challenging the dominance of English in scientific discourse.
Engage Arab youth and international media with an inclusive, shareable concept.
Key Deliverables:
Countdown visuals in Arabic numerals
Region-wide influencer collaborations
Outdoor activations and digital amplification
Social media and earned media virality
Creative Direction
Approach:
Purpose-driven storytelling: Connecting the mission’s technological achievement with cultural empowerment.
Bold Arabic typography: Visually reimagining Arabic numerals in modern, stylized design.
Mass collaboration: Engaging influencers, celebrities, and brands to organically count down in Arabic.
Cross-platform launch: Merging physical installations (buildings, billboards) with social-first digital assets.
Tone: Visionary, inclusive, and empowering
Visual Style: Futuristic Arabic calligraphy, monochrome overlays, space visuals blended with cultural cues
Message: Arabic is not just a language of history—it’s a language of the future.
