The award winning Abu Dhabi Science Festival (ADSF) is an annual 10 day festival attracting over 150,000 visitors each year. The brand is build upon the intention to reinvigorate the sciences for the young ones (ages 5-10). We created a dynamic, energetic brand which positions science as fun and engaging. At the core of the brand is the essence of curiosity, intrigue and wonder. These manifest themselves as several key characters who evolve year on year. The characters are brought to live as mascots, through animation, merchandise and giveaways. Each year we develop a full 360 campaign for ADSF across print, digital, TV, BTL and outdoor.