From the market share perspective, Emirates NBD is one of the largest banks in the UAE and the region. But, more than that it has been part of the local fabric.

They play an important role in enabling economic growth, creating opportunities for prosperity and representing Dubai on various image building platforms/events, including Expo 2020. They have a history of investing in the societies and communities they serve, ensuring shared and responsible growth.

Even from the marcom perspective, they were the first who invested in financial literacy and made compelling campaigns on online financial frauds, but they have developed various campaigns/activation beyond the typical bank’s call of duty... They also address softer issues like healthy living, cohesive living and promoted inclusivity and tolerance.

Emirates NBD prides itself on creating campaigns that impact culture. As a national brand, it was imperative to create something pathbreaking for National Day.

We ended up conceiving something that has never been done before - a rendition of UAE’s National Anthem “Ishy Biladi” using space sounds.

It was quite a journey!

Space is vacuum, and sound cannot travel in it. We immersed ourselves into a deep ‘sonification’ study, the method used by NASA to create interstellar sounds. With NASA’s library (A Universe of Sounds), and in collaboration with Dubai Astronomy Group, we culled out an exhaustive collection of space sounds. However, they were atonal. Our composers and sound engineers spent days studying and corresponding these space sounds with the right melody.

A million iterations later, we harmonized the haunting sounds and created the world's first ever national anthem sung by the universe. We called it The UAE Space Anthem.