H.R. MacMillan Space Centre

It's a bird, it's a plane...

From interactive displays to educational programs and awe-inspiring celestial shows, the H.R. MacMillan Space Centre stands as a captivating gateway to the cosmos. With a mission to ignite curiosity, inspire discovery, and promote a deeper understanding of the universe, the Space Centre serves as a hub for astronomical exploration and education. Boasting state-of-the-art facilities, engaging exhibits, and a renowned planetarium, it offers visitors an immersive journey into the wonders of space.

The Challenge

The Space Centre invested half a million dollars to upgrade its planetarium, bringing in a new 5k digital projection system to make the audience's experience even better. This big improvement shows how committed the centre is to giving visitors top-notch technology and immersive experiences. The Space Centre is all about creating a buzz around this upgrade, inviting everyone to dive into the cosmos with more excitement and involvement in the newly revamped planetarium

The Insight

The planetarium taps into our natural curiosity with the universe. Space remains one of the greatest unknowns and consistently grabs our imagination. We constantly challenge the idea that we might not be alone. The theatres designed in the intriguing shape of a UFO, not only taps into our innate curiosity about the universe but also mirrors the mysteries of space itself.

The Campaign

As part of a PR stunt leading up to the re-launch of Vancouver’s Planetarium. To spread the word about the much-improved audience experience, we came up with a UFO hoax. We used a modified quadcopter drone that resembled the iconic UFO-shaped building and strategically shared webcam photos and other “sightings” on social media.



Covered worldwide by various news outlets.


Project Costs

We got a small budget to promote the campaign.


Youtube Views

We reached over 2 million people in just 4 days.



Attendance at the planetarium surged by 65%.

Videos of the UFO sighting at a Vancouver Canadians baseball game got over 1,000,000 views in less than 2 weeks on YouTube. The prank even made it to national US shows like "Fox and Friends" and "Good Morning America." A local newspaper even credited the home team's victory to the UFO's presence. Oh, and attendance shot up by 65% compared to the previous year.

See more of our work.