Expo 2020 launches first global marketing campaign

Campaign uses images of hands to illustrate the power of collaboration
By Bernd Debusmann Jr
Tue 23 Jan 2018 01:42 PM

Expo 2020 has launched its first international marketing campaign, using images of hands to demonstrate the possibilities of collaboration between people.

Using dozens of hands, the campaign visuals are meant to create the illusion of readily-recognizable objects, including the Burj Khalifa, a lightbulb, planet Earth and wind turbines.

Each scene or image is designed to illustrate the Expo 2020 theme of “Connecting Minds, Creating the Future” by showing that people can collaborate to produce greater results and create a better future, together.

Tareq Ghosheh, Expo 2020’s vice president for marketing and communication, said the campaign will help raise awareness of the event in the Middle East, Africa and South Africa, as well as in the GCC and other international markets.

“A world expo is not only about showcasing the latest innovations; it is also a unique platform to bring together people from all over the world, and all walks of life, to encourage creativity, innovation and collaboration,” he said.

A total of 127 people, ranging from dancers to magicians, took part in the project, a video and print collaboration between Havas London and duos Dom&Nic and Metz+Racine.

“We wanted to create a film with a story of people coming together filled with positive energy to reflect what it is all about,” said Mark Whelan, the group chief creative officer at Havas UK.

The campaign includes TV, digital, billboards, print, cinema and social media, with extensive coverage across the UAE and GCC and selected activity in major international markets such as the US, UK and India.

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