In 2013, Vancouver reported a record number of UFO sightings. But they seemed to forget about the one UFO that’s been under their nose since 1968. To change that, we relaunched the Vancouver Planetarium. Literally.
We executed an integrated campaign that revolved around an RC drone, outfitted to look like the Vancouver Planetarium. The drone made flights around traffic and weather cameras and outside of public events, including a Vancouver Canadians baseball game. Videos populated the web and, in the end, we tallied over 2 million hits on YouTube. Media took notice not just in Vancouver, but internationally. Even the biggest daily news source in Hong Kong, Apple Daily, featured the bizarre UFO sighting from Vancouver.
By the end of the campaign, the Planetarium had transformed from an outdated tourist attraction to a state-of-the-art facility attracting universal interest. Just in time for its reopening.
Agency: Maclaren McCann Vancouver
Client: H.R. MacMillan Space Centre
Creative Director: Hagan Ainsworth
Associate Creative Director/Art Director: Chris Moore
Designers: Ailton Henriques and Craig Fleisch
Copywriter: Greg Kieltyka