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.