we created a hero's homecoming

Homecoming – National Projects Office

BRIEF

Welcome astronaut Sultan Al Neyadi home with Emirati hospitality and national pride.

Emirati astronaut Sultan Al Neyadi, the first Arab to complete a spacewalk, was returning home after six months in space. We were asked to create a celebration that was fit for a national hero – but was powerfully personal, too.

APPROACH

Telling a story of the journey from space to family embrace

While national pride was a key element, it was the story of Sultan Al Neyadi’s return to the things he loved – from family to Emirati hospitality and national pride – that sat at the heart of the strategy.

EXPERIENCE

From the moment he landed, in Abu Dhabi’s new airport, Sultan was embraced with familial love – not just from his children but from the nation.

Brand Sultan

We created a custom brand to welcome Sultan home, which was featured throughout the still-to-open airport, used across social media and projected onto the Burj Khalifa.

The pride of the UAE

After meeting his family at the aircraft door, Sultan was warmly welcomed by the President of the UAE, HH Sheikh Mohamed bin Zayed Al Nahyan, and the Ruler of Dubai, HH Sheikh Mohamed bin Rashid Al Maktoum, as well as traditional performances, members of the UAE Space Agency and children who hoped to follow in his footsteps.

Inspiring the nation

In a Majlis-style gathering, Sultan shared his experiences, and presented the President with a UAE flag that he had taken on his spacewalk.

IMPACT

The whole experience was broadcast live across the nation, instilling a sense of national pride and encouraging a new generation of young space explorers.