Submitted by OgilvyAgency IPI Score 95/100

Welcome To The Future

Events & Experiential Activations

Ogilvy made a cinematic, slam-poetry-narrated film celebrating human achievement and calling the world to come together at Expo 2020 Dubai.

Case in 60 seconds

Expo 2020 Dubai needed a launch film that could speak to a global audience and turn a huge, abstract event into a personal reason to attend.

People share an innate desire to do and be better, and celebrating collective human progress is a way to make everyone feel part of the event.

Tell the story of humanity's achievements and challenges, then invite the world to come together at Expo to help build a better future.

Ogilvy produced a cinematic film with slam-poetry narration that travels the world capturing people of all kinds and ends on an invitation to Expo 2020 Dubai.

The source describes the creative and intent only; no views, reach or attendance metrics are published, so there are no reported outcomes to cite here.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A broad global audience, from the young to the old and the innovators to the learners, invited to take part in Expo 2020 Dubai.
The world faces shared challenges, and a global event needed to acknowledge them honestly while still inspiring optimism and participation.
An event of this scale needed communication that could feel personal and unifying rather than distant and institutional.
Expo 2020 Dubai positioned itself as The World's Greatest Show and a place where humanity comes together to build a better future.
Reflecting on how far humanity has come, and how far it still has to go, gives people an emotional reason to want to witness that progress in person.

Creative & Execution System

Assets & channels

  • Cinematic short film
  • Slam-poetry narration

Partners

  • Ogilvy

Participation mechanic

  • A call for the world to come together at Expo 2020 Dubai

Creator role

  • Not disclosed

Why Ogilvy's strategy worked

  1. 1

    A broad, unifying humanistic message gave a huge event a way to feel personal to a global audience.

  2. 2

    Cinematic craft and slam-poetry narration gave an expansive theme emotional momentum.

  3. 3

    Ending on an explicit invitation turned reflection into a clear reason to attend Expo.

  4. 4

    Capturing people of every age and role reinforced the idea that everyone has a contribution to make.

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