fbpx
AdvertisingCreativeFeaturedThe WorkVideoVideo & Audio

Expo 2020 Dubai releases Messi ad by Face to Face

The spot is the first to feature the brand's global ambassador, footballer Lionel Messi

Dubai-based agency Face to Face has collaborated with Expo 2020 Dubai to create the event’s first advertising campaign featuring global ambassador Lionel Messi.


The Barcelona front man stars in a digitally-led campaign that’s focused on Expo 2020’s messages of collaboration and unity – the centerpiece of which is a two-minute film that will run across digital channels globally and on TV in the GCC region.

Shot on location in Dubai, Abu Dhabi, Nairobi, Kolkata, London and Barcelona, the film was directed by Cassiano Prado and will target key Expo markets around the world, including the UAE, Saudi Arabia, Oman, Bahrain, Kuwait, the UK, India, China, Russia, Germany, France and Egypt.  It is supported by social media, radio and outdoor and will be complemented by a CSR initiative.

“One of the main themes of Expo 2020 is to bring people together to create a spirit of collaboration,” says Chris Bell, CEO and partner at Face to Face. “This film exemplifies that spirit of unity in a truly memorable way and we are proud and delighted to have completed such a prestigious campaign for Expo 2020 Dubai. Not only are we thrilled with the results, we’re also inspired by the sentiment behind it.”

Widely regarded as the world’s greatest footballer, Messi was named an Expo 2020 ambassador in 2016 . Key to the decision to appoint him was his appeal to young people around the world and his commitment to human development through his roles as a United Nations Sustainable Development Goals (SDGs) advocate and Global Goodwill UNICEF ambassador.

“Throughout his career, Lionel Messi has brought together people from different cultures and walks of life through a common enjoyment of football. He embodies Expo 2020’s message of collaboration and unity in our efforts to create new ideas and innovations to ensure progress for all,” said Anthony Ward – Vice President, Sales and Marketing, Expo 2020 Dubai.

“When it opens next year, Expo 2020 will not only be a celebration of creativity, innovation, humanity and world cultures, but will also leave a lasting economic, physical, social and reputational legacy. We also want it to be remembered by people as one of the best experiences of their lives.”

Expo 2020 Dubai will be the first World Expo to be held in the Middle East, Africa and South Asia region and will focus on the theme ‘Connecting Minds, Creating the Future’. It is expected to attract 25 million visits and will run from 20 October 2020 to 10 April 2021, coinciding with the UAE’s 50th anniversary in 2021.

CREDITS

Project name: Messi collaboration

Client: Expo 2020 Dubai

Creative agency: Face to Face Advertising

ECD:  Paul Barrass

Creative Director:  Paul Barrass

Copywriter: Paul Barrass

Art director: Raef Faronyah

Account team: Mohamad El Hakam & Mark Sell

Agency producer: Mohamad El Hakam

Assistant producer: N/A

Creative producer/Project manager: Mohamad El Hakam

Strategists: Mark Sell

Media agency: Starcom

Production company: Boomtown Productions

Executive producer: Shane Martin

Producer: Daniel Kilalea

Director: Cassiano Prado

Editor: Danilo Abraham

Editors: Mannu Singh

Post-production: UPP, Prague

Post-production producer: Mannu Singh

Soundtrack composer: John Walsh

Audio post-production: Satelite Audio, Sao Paulo

Music:  Symphonic, Dublin