The Night League, the team behind award-winning venues Ushuaïa Ibiza (voted Europe’s Best Open-Air Venue) and Hï Ibiza (voted #1 Club in the World 2022–2025), faced a unique challenge: how do you launch the most anticipated new nightclub on the planet?
This new venue, [UNVRS], would be the world’s first hyperclub. A new category of one that combines the luxury and intimacy of a club with the scale and spectacle of arena events. The only problem? It hadn’t been built yet.
The campaign’s objectives were to:
• Introduce [UNVRS] and position it as a new benchmark in global nightlife
• Supercharge awareness across social platforms and build an audience from zero
• Build the world of [UNVRS] and create a meaningful connection with fans
• Deliver the most viral opening night in electronic music history
Launching a venue usually relies on footage and photos from past events to build hype. We had none of these. All we had were a name, logo, and location.
To overcome this, The Night League’s CEO & Founder, Yann Pissenem, drew inspiration from Ibiza’s cultural and mythological landscape. Using this mysticism and the brand logo, he devised a mysterious, lo-fi UFO sighting to create a shareable, believable story tied to the venue’s name and symbol.
Next, we connected emotionally with audiences through a film celebrating music’s power to unite people worldwide. Finally, on opening night, we captured a viral reveal video showcasing this revolutionary new venue to the world.
The campaign comprised four key parts: the stunt, the claim to fame, building the world, and the reveal.
Phase One: The Stunt
The initial UFO stunt was deliberately lo-fi, filmed on an iPhone 13 by our Creative Director and enhanced with subtle CGI to mimic credible UFO sightings. The iconic Es Vedrá provided a stunning backdrop and centered the campaign in Ibiza, ensuring global clubbing interest. Unsuspecting tourists watching the famous Balearic sunset offered organic audience reactions.
Phase Two: The Claim to Fame
As the story reached mainstream media, it was time to claim the stunt. Leveraging our CEO’s network, we enlisted Hollywood’s most famous alien hunter, Will Smith, for a global reveal. The agile campaign planning paid off:
Maintaining the lo-fi aesthetics, Will Smith recorded a piece to camera on his phone, tracking the mysterious craft to the [UNVRS] dome. Here he found The Night League CEO & Founder, Yann Pissenem, and the [UNVRS] concept was revealed.
Phase Three: Building the World
With awareness established, we needed a concept embodying our values and inspiring the audience. Enter: Messages from the Universe.
Directed by Michael Lawrence and produced by Dissidence Production, the film was shot over 35 days across eight countries and 16 regions. Mysterious objects appeared in the skies during peak moments of collective euphoria, including Carnival in Rio, full moon parties in Thailand, and underground raves in Paris. The journey captured connection, unity, and music bringing people together.
Phase Four: The Reveal
Opening Night highlighted our greatest asset: the club. The moment was planned for maximum virality. As the sun rose over Ibiza, floor-to-ceiling video screens transformed into colossal windows, letting the first light wash over the crowd. A drone captured the scene in one shot, soaring from the back of the room to the DJ booth over thousands of clubbers.
Challenges
The results speak for themselves:
We caught the attention of celebrities and creators like David Guetta (11.8M Instagram followers), Maya Jama (3.2M) and FISHER (2.4M), plus the original super-charged star power of Will Smith (69.9M).
Global DJ, music producer and electronic music icon David Guetta described the campaign as “the best club marketing campaign I have ever seen.”
