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The Power of Together

The Power of Together

Natasha Smith

Natasha Smith

March 26, 2018

When people come together, anything can happen.

The global city of Dubai will host the Middle East’s first world’s fair: Expo 2020 Dubai.

Havas London, with Havas Dubai, launched the fair’s first global marketing campaign—exactly 1000 days before it opens its doors on October 20, 2020.

The spot, entitled “Hands,” tells the story of human collaboration in a unique way: with dozens of people’s hands of all sizes, colors, ages, and shapes coming together to create recognizable objects, including a light bulb, the Earth, or Dubai’s famous metal skyscraper, the Burj Khalifa.

Each scene illustrates Expo 2020’s theme, “Connecting Minds, Creating the Future,” by showing that when people work collaboratively, they can produce even greater results.

The campaign includes TV, digital, OOH, print, and cinema. It not only runs across the United Arab Emirates and several Arab states in the Persian Gulf, but other international markets as well, including the U.S., U.K., and India.

Expo 2020 Dubai will run through April 10, 2021, with more than 180 countries expected to participate. Organizers predict an estimated 25 million visitors will attend, with 70% from outside the UAE.

 

CREDITS:

Clients: Tareq Ghosheh, VP of Communication, Expo 2020 Dubai UAE; Anthony Ward, Director of Marketing, Expo 2020 Dubai UAE

Creative Agency: Havas London (with Havas Dubai)

Creative Director: Matt Swinburne

Producer: Susie Innes

Executive Creative Producer: Mark Whelan

Production Assistant: Adrianne Godfrey

Art Buyer: Claire Lillis

Project Manager: Hatty Middleton

Chief Strategy Officer: Mark Sinnock

Creatives: Dan Scott and Anna Rose Kerr

Global Strategy Director: Kristin Cowper

Account team: Gareth Davies (Managing Partner); Tom Ring (Senior Account Director); Sophie Fletcher (Account Manager)

The global city of Dubai will host the Middle East’s first world’s fair: Expo 2020 Dubai.

Havas London, with Havas Dubai, launched the fair’s first global marketing campaign—exactly 1000 days before it opens its doors on October 20, 2020.

The spot, entitled “Hands,” tells the story of human collaboration in a unique way: with dozens of people’s hands of all sizes, colors, ages, and shapes coming together to create recognizable objects, including a light bulb, the Earth, or Dubai’s famous metal skyscraper, the Burj Khalifa.

Each scene illustrates Expo 2020’s theme, “Connecting Minds, Creating the Future,” by showing that when people work collaboratively, they can produce even greater results.

The campaign includes TV, digital, OOH, print, and cinema. It not only runs across the United Arab Emirates and several Arab states in the Persian Gulf, but other international markets as well, including the U.S., U.K., and India.

Expo 2020 Dubai will run through April 10, 2021, with more than 180 countries expected to participate. Organizers predict an estimated 25 million visitors will attend, with 70% from outside the UAE.

 

CREDITS:

Clients: Tareq Ghosheh, VP of Communication, Expo 2020 Dubai UAE; Anthony Ward, Director of Marketing, Expo 2020 Dubai UAE

Creative Agency: Havas London (with Havas Dubai)

Creative Director: Matt Swinburne

Producer: Susie Innes

Executive Creative Producer: Mark Whelan

Production Assistant: Adrianne Godfrey

Art Buyer: Claire Lillis

Project Manager: Hatty Middleton

Chief Strategy Officer: Mark Sinnock

Creatives: Dan Scott and Anna Rose Kerr

Global Strategy Director: Kristin Cowper

Account team: Gareth Davies (Managing Partner); Tom Ring (Senior Account Director); Sophie Fletcher (Account Manager)

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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