2022 Winners & Shortlists

Why is this work relevant for Entertainment?

The musical track used for this film (and the entire content campaign that followed) make the content swing and dramatizes the messaging. The music is the message and it became an amazingly powerful and successful driver for the campaign – communicating joy of the EXPO experience beyond the bog boastful signature landmarks. The use of this tune was critical to achieve this.

Background

Pre-launch and launch campaigns of EXPO 2020 had featured the signature landmarks and topics. Yet once it had opened, driving repeat visitation became a big topic. This demanded moving from featuring the same again and again to bringing to life the real experience, the joy of being on site, the little gems and hidden wonders, the reaction of the visitors to all they were now able to see, try, do, feel. This called for more than another ad. It needed a unique content format and approach.

Describe the creative idea

Let’s get real – on the ground – alongside the people. Let’s feature it all, the big, the small, the visitors from all around the world, their impressions. Let’s capture and connect content in a vivid flow. A documentary style approach of filming. To give it all a connection and solidity two local influencers are used as fun, dynamic and approachable anchors. They are experiencing the joy with the visitors. In the following episodic content series the content is connected around themes (the food, the cultural events, the business platform, etc). In this trailer however it is all about the energy and joy of the total EXPO experience – the real deal. The song is critical to convey the positive feeling and mood – fitting perfectly to the Expo tagline.

Describe the strategy

The line “Join the making of a new world” is an open invitation to collaborate in improving and creating a better world for people and planet. This content and the trailer showcase all that is available at Expo, the people living the experience, and how it touches them personally. As such we set out specific key aims that will come across the entire video series: Feature the unbelievable cultural diversity and different experiences; feature the incredible mix of learning and family fun; feature the completely new and original “once-in-a-lifetime” aspect of Expo 2020; feature the big global topics tackled as part of the “People and Planet Programme”. And bring to life what the song of the trailer says: EXPO is a positive place of connection.

Describe the execution

We captured hours of real footage of all the real emotion on the ground, the hidden gems – guided by great local influencers used as anchors. In the trailer to the entire format, a broad selection of this content is feature. But the real emotional driver is the music. The entire brand approach is highly positive, collaborative and about bringing people together in one place to shape the next future for humanity – along such key themes as sustainability, mobility and even the UN SDG goals. And the trailer to launch this campaign had to drive this human, positive vibe. Moving from the “big and boastful” announcement campaign to a far more democratic, inclusive tone. The chosen track is the perfect connector. It carries this messaging naturally in the lyrics while melody and beat are decidedly positive. It fits EXPO2020 to ask: “what if everybody in the world loved everybody.

Describe the outcome

The results of this campaign are confidential for the jury only.