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 company said in a statement.
Messi stars in a digitally-led campaign that’s focused on Expo 2020’s messages of “collaboration and unity.” The two-minute film will run across digital channels globally and on TV in the GCC region, the company said in the statement.
“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.“Not only are we thrilled with the results, we’re also inspired by the sentiment behind it.”
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.
Messi was named an Expo 2020 ambassador in 2016 . The reason of his appointment 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.
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.