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Expo 2020 Dubai: Welcome to the Future

New Global Brand Campaign Shows How Expo 2020 Dubai and Memac Ogilvy are Inspiring the World to Create a Better Future

Expo 2020 Dubai and Memac Ogilvy have unveiled an optimistic new global brand marketing campaign called “Welcome the Future” that celebrates humanity’s many achievements and calls on the world to come together to create a better future for all.

The campaign celebrates Expo 2020 Dubai as a global destination where everyone is invited to innovate, create progress, and have fun by sharing ideas and working together.

Expo 2020 Dubai will be the first World Expo hosted in the Middle East, Africa and South Asia (MEASA) region, and will focus on the theme, ‘Connecting Minds, Creating the Future’. Expo 2020 Dubai provides a platform to encourage creativity, innovation and collaboration in the areas of Opportunity, Mobility and Sustainability, which it believes encapsulate the biggest challenges for humanity today.

“Our goal with the Expo 2020 Dubai brand film is to remind humans that they are ingenious and if we collaborate to find solutions, we can make the future great,” said Juggi Ramakrishnan, Chief Creative Officer MENA, Memac Ogilvy. “We want this film to inspire a call to action that when we come together and put aside our differences, we can achieve the impossible and solve any challenge to make the world a better place.”

Expo 2020 aims to be an extraordinary festival of inspiration and entertainment that encourages every visitor to participate in creating a better future. This campaign uses compelling creativity to engage the world and drive visitation to Expo 2020 Dubai.

“We’re excited to launch our first global campaign and to inspire the world to visit Expo 2020. This campaign reflects the positive and progressive spirit that has made the UAE the special hub for innovation and collaboration that the world has come to know,” said Sanjive Khosla, Deputy Chief Visitor Experience Officer for Expo 2020 Dubai.

“Expo 2020 Dubai continues to build on that spirit and will give millions of people from all over the world a once-in-a-lifetime chance to see what tomorrow will bring and to be part of creating a better future. We are inviting the world to ‘Welcome the Future’ while experiencing the extraordinary at the same time.”

Beginning on October 20, 2020, Expo 2020 Dubai expects to attract 25 million visits during its six-month run — with the goal of 70 percent of those visits coming from outside the United Arab Emirates. Some 190 nations have already confirmed participation.

Expo 2020 Dubai coincides with the UAE’s 50th anniversary in 2021, marking an important milestone for the UAE. Over the 48 years since foundation in 1971, the UAE has impressed the world with its rapid growth and amazing achievements. Expo 2020 Dubai wants to motivate people to carry that innovative spirit forward for another 50 years – and beyond.

Memac Ogilvy, in partnership with Ogilvy’s Media Influence team, is the official advertising, creative and global public relations agency for Expo 2020 Dubai.

The award-winning creative network has brought together a core team of experts, based in Dubai, New York and its offices in key markets to execute a strategic communications campaign to inspire people, business and countries to experience Expo 2020 Dubai and leave a lasting impact.

“For our agency Expo 2020 Dubai is this once-in-a-lifetime opportunity to activate and integrate the capabilities of our regional and global network across Brand, Advertising, PR & Influence, Social and Digital to not only attract visitors locally and internationally to this unique event, but to also inspire people everywhere with the authentic and optimistic vision of the UAE on how true collaboration – big and small – can change the world’s momentum,” said Patou Nuytemans, Chief Executive, Memac Ogilvy.

Project Name: Welcome the Future
Client: Expo 2020 Dubai
Creative Agency: Memac Ogilvy Dubai
CCO:  Juggi Ramakrishnan
Creative Director: Youssef Gadallah / Juggi Ramakrishnan
Copywriter: Ravi Eshwar / Juggi Ramakrishnan
Arabic Copywriter: Maya ElKai / Rana Khairy / Youssef Gadallah
Art Director: Youssef Gadallah / Irfan Ghani / Andre Souza / Tariq Hussein / Shamim Ansari
Account Team: Tarek Shawki / Hadi Ballout / Amy ElAskary / Maryam Habib
Agency Producer: Andreea Mititiuc / Luke Morris
Strategist: Jennifer Fischer
Media Agency: Starcom
Production Company: Joy Films Dubai
Executive Producer: Ali Azarmi
Senior Producer: Nima Safari
Director: David Holm
2nd Unit Director and Cultural Advisor: Abdulla Al Kaabi
DOP: Michael Ragen
Editor: Nick Pezzillo
Colourist: Matt Turner
Post-production: Absolute Post / Territory Studios
Soundtrack Composer: Phillip Sheppard
Voice-Over Artists: Jaysus Zain / Mohammad Saeed Harib / CEE – Ran Chen / Ligalize
Audio Post-production: Mango Jam Dubai