‘Welcome the Future’: Expo 2020 Dubai new campaign reflects the ‘positive and progressive spirit’ that built the UAE
Posted on 2019 Mar,28

Expo 2020 Dubai has unveiled its latest global marketing campaign, called ‘Welcome the Future’. Celebrating humanity’s many achievements and calling on the world to come together to create a better future, the video-led campaign is an open invitation for all to join Expo 2020 on its exciting journey, with the clear message: ‘We’re not done yet’ in making progress.

Building on Expo 2020’s theme ‘Connecting Minds, Creating the Future’, the campaign amplifies the message that everyone on the planet has a contribution to make.

Expo 2020 will transport visitors to new worlds through its immersive pavilions, including those of 190 participating countries, who will each showcase their innovations, cultures and aspirations. Millions of visitors also will experience world-class architecture such as the Sustainability Pavilion and Al Wasl Plaza, taste authentic cuisines from around the world, and enjoy more than 60 live performances a day.

Expo 2020 also will enrich and enlighten millions of people of all nationalities and ages, while being hosted in the UAE, a country that has become synonymous with innovation and an insatiable hunger for future progress by collaborating with the 200-plus nationalities that have made their home there.

Sanjive Khosla, Deputy Chief Visitor Experience Officer, Expo 2020 Dubai, said: “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.

“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 opportunity 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.”

Offering a journey of discovery through interactive exhibitions, live shows and entertainment, engaging discussions and educational forums, visitors will be challenged and inspired to become change-makers and be part of creating a sustainable future for generations to come.

The marketing campaign reflects this voyage of human discovery using compelling cinematic visuals and slam poetry narration.


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: Shawki / Hadi Ballout / Amy ElAskary / Maryam Habib

Agency Producer: Andreea Mititiuc / Luke Morris

Strategists: 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