31 YEARS CELEBRATING THE POWER OF IDEAS
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Grand LIA - Branded Entertainment

Entrant: McCann New York, New York
Lockheed Martin - "The Field Trip to Mars"

Corporate Name of Sponsoring Client: Lockheed Martin

EVP, Account Director: Lisa Nocella

VP, Account Director: Rik Koletar

Agency Account Supervisor: Chloe Scutt

Agency Strategic Planners: Mike Medeiros/Jessica Mendoza

Chief Strategy Officer, North America: Steve Zaroff

Agency: McCann New York, New York

Chief Creative Officers: Sean Bryan/Tom Murphy

North American Chief Creative Officer: Eric Silver

Global Executive Creative Director: John Mescall

Executive Creative Directors: Vann Graves/Dan Donovan

Group Creative Directors: Josh Grossberg/David Waraksa

Copywriter: Joe Moon

Art Director: Kavon Johnson

Agency Producers: Chance Bassett/Kathy Love/Christine Lane

Agency Music Producer: Eric David Johnson

Technical Creative Director: Alexander Rea

Chief Production Officer: Nathy Aviram

Original Content Producers: Sebastian Savino/Eric Perini

Production Company: Framestore, New York

Senior Executive Producer: Theo Jones

Executive Producer: Jennifer Siegel

Producers: Sue McNamara/Graham Dunglinson


Description of the Project:
The first manned mission to Mars is slated to occur within the next two decades. And while companies like SpaceX and movies like The Martian have recaptured the general public’s imagination with space, Lockheed Martin is actually making travel to Mars and deep space a reality, soon.

We’re already testing the spacecraft that will do it.  And because that first manned mission is coming so soon, we decided to inspire and prepare the people we’ll be bringing there, kids in school today.

So we started by creating 200 virtual square miles of Mars’ surface that was directly mapped to the real streets of D.C. The virtual experience showcased geological features, the Curiosity rover, a realistic base camp and even a massive Martian dust storm.

And then we bought a school bus.

We completely gutted the bus to install our custom-built switchable electric glass screens that transitioned from transparent to opaque, and paired them with 4K transparent LCD displays. We then re-outfitted the bus to make it look and feel like any other school bus.

By integrating our virtual Mars surface, custom screen technology, GPS, 3-axis accelerometer, magnetometer, and laser surface velocimeter, the bus became our virtual reality “headset”, creating the first-ever headset-free group virtual reality vehicle experience.

Our first riders, D.C.-area students, thought they were going on a normal field trip. But as the windows transformed to reveal the Martian landscape, we surprised them with a field trip unlike any other. By creating this first-of-its-kind technology to bring Mars to Earth, we’re using innovation to inspire an entire generation to realize how much further they can truly go with a little help from Lockheed Martin.AC