With less than 30 days to go until the opening of Expo 2020 Dubai, Emirates is inviting visitors in a new global campaign. The ad has as protagonist actor and celebrity, Chris Hemsworth, who shows the viewers the ultra-futuristic themes and experiences that visitors can have at Expo 2020 Dubai when it opens its doors to the world on 1st October 2021.
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In the ad, Hemsworth transports viewers from the iconic beaches of Dubai and through its skyline to the Expo 2020 Dubai site, bringing to life the event’s flagship mobility, sustainability, and opportunity pavilions, as well as providing a glimpse into the excitement and celebration that awaits at the participating country pavilions.
The ad was directed by two-time Oscar-winning director Robert Stromberg, whose film credits include Avatar, Tim Burton’s Alice in Wonderland, and Disney’s Maleficent. The graphics were brought to life by multi-Oscar award-winning visual effects and production company MPC (Moving Picture Company).
In 2019 I partnered with @Emirates and @EXPO2020Dubai to help bring awareness to what is a really important event for the world. If you are able to travel and you feel it’s safe, I sincerely hope you can make it.#FlyEmiratesFlyBetter #Expo2020 pic.twitter.com/BhF2XSuWlL
— Chris Hemsworth (@chrishemsworth) September 7, 2021
Conceptualised and filmed pre-Covid in time for the original opening date of Expo 2020 Dubai, the ad aims to convey the energising spirit of innovation, creativity, and the drive to create a better future, all key themes of the global event. Taking a layered approach to storytelling, the ad is supported by a myriad of Computer-Generated Imagery (CGI) animations and visuals to illustrate what the event would look like, as it was filmed while the Expo 2020 site was still under construction.
Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation and Director General, Expo 2020 Dubai said: “We partnered with Emirates to produce a bold and exciting campaign that we believe will resonate with audiences around the world, and inspire them to come and experience Expo 2020 Dubai for themselves. Expo 2020 Dubai will be one of the greatest must-see events in the world. In addition to impressive marquee pavilions that immerse visitors in the themes of mobility, sustainability and opportunity, and 191 amazing country pavilions, there will also be an unforgettable celebration of music, art and culture with a packed entertainment programme, unique culinary experiences, and much more. It’s truly shaping up to be an event not to be missed.”
The ad shows interactions between people and in a fantasy-futuristic world with an emphasis on sustainability and showing dances and cultures from around the world – including re-creations of interactive jungles and forests, and a Mars mission, all representing just how much humanity has to offer during the event.
The musical soundtrack for the campaign, ‘Pure Imagination’, was reworked, modified and reinterpreted by a 70-piece orchestra and features a children’s choir.
Emirates is the Premier Partner and Official Airline of Expo 2020 Dubai, and recently launched an offer for customers to experience the excitement of the World Expo. Emirates’ customers visiting or travelling through Dubai, anytime from 1 October 2021 to 31 March 2022, will be eligible to receive a free Emirates Expo Day Pass for every flight ticket booked with Emirates.
Running from 1 October 2021 to 31 March 2022 and coinciding with the UAE’s Golden Jubilee, Expo 2020 Dubai will bring the world together and will help leave a lasting memory for all those visiting the event through the unique experiences on offer.
