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Havas UK

Expo 2020 Dubai

Havas London - Hands

Expo 2020 Dubai has launched its first global marketing campaign, 1000 days before its doors open.

Disciplines: Advertising/Creative

Sector: Arts & Culture

Agency: Havas London - Hands, Havas UK

BITE Insight

In a creative, colourful and collaborative ad, Havas London has launched an international marketing campaign for Expo 2020 Dubai, the first World Fair to be held in the Middle East, 1,000 days before the doors open.

The ad uses hands of all shapes, sizes and colours to form images on the screen. From a lightbulb to the Earth, the pictures symbolise the power of human collaboration. Vibrant backdrops and clever choreography enhance the theme for Expo 2020 Dubai, ‘Connecting Minds, Creating Future’ showing that, when people work together, they can produce even greater results.

Havas built a live set for the production that allowed for the nimble movements of the 127 performers. The campaign includes TV, OOH, digital and print and is the first in the Expo 2020’s marketing strategy, To Better, Together.

Expo 2020 Dubai will run for six months, with more than 180 countries and over 25 million visitors expected to attend.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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