Submitted by OgilvyAgency IPI Score 95/100

Be There

PR & Communications

Ogilvy made a cinematic, slam-poetry film for Expo 2020 Dubai, framing attendance as a once-in-a-lifetime chance to witness history being made.

Case in 60 seconds

A world's fair has to convince people that being there in person matters, and Expo 2020 Dubai needed to make attendance feel urgent and personal.

People were not present for humanity's past great achievements, but they can be present for this one.

Frame Expo 2020 Dubai as a once-in-a-lifetime chance to witness history being made.

A cinematic film with slam poetry narration travels back through history using film, stills and animation, then turns the moment to now, developed out of the Dubai office.

No performance metrics are published on the agency page; views, attendance impact, and engagement are not disclosed.

Strategy Breakdown

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

Prospective visitors deciding whether attending Expo 2020 Dubai in person is worth it.
So much can be experienced from anywhere that showing up in person has to feel meaningfully different.
Event marketing must convert broad awareness into a decision to actually attend.
Expo 2020 Dubai positioned itself as the next great milestone in human civilization, worth witnessing firsthand.
Reminding people of great moments they missed makes being present for this one feel personal and urgent.

Creative & Execution System

Assets & channels

  • Cinematic film with slam poetry narration
  • Historical footage, stills and animation

Partners

  • Ogilvy (Memac Ogilvy Dubai)

Participation mechanic

  • An emotional invitation to be present for a landmark event

Creator role

  • Not disclosed

Why Ogilvy's strategy worked

  1. 1

    Framing attendance as a chance to be present for history made a passive event feel personal and urgent.

  2. 2

    Using famous past moments people missed created a sharp, emotional contrast.

  3. 3

    Slam poetry gave the film momentum and a distinctive voice.

  4. 4

    A single cinematic idea made the invitation easy to feel and share.

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