The Field Trip to Mars
Lockheed Martin2016
The Field Trip to Mars is a 2016 branded vehicle for Lockheed Martin, created by McCann, New York.
Why it works
A school bus that drove to Mars. In 2016 a group of Washington, D.C. schoolchildren boarded what they took to be an ordinary bus to a science festival. Once it moved, the windows, rebuilt with switchable glass and transparent 4K screens, replaced the city outside with a rendered Martian landscape that followed the bus's real movements: when it turned, Mars turned too. McCann New York and Framestore built it for Lockheed Martin's STEM-education push. It is studied as virtual reality without the headset: the bus itself became the viewer, and a whole class shared the ride. According to the award entry, more than 2,500 festival visitors took the trip. It was the most-awarded campaign at Cannes 2016, with 19 Lions across 11 categories, and won two D&AD Yellow Pencils. The bus then toured the country, and in 2018 Lockheed Martin donated it to the Smithsonian's National Air and Space Museum, saying it had reached over 100,000 students, parents and educators.
Techniques
- Participation Swaps the bus windows for screens showing a Martian landscape that turns whenever the real bus turns, so the whole class shares the ride.
- Purpose and cause Serves the company's STEM-education push, giving schoolchildren an unforgettable trip to Mars rather than a sales message.
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