2022 Winners & Shortlists

Write a short summary of what happens in the film

This trailer launched an episodic content format for EXPO 2020: all about bringing to life the real EXPO experience after it had opened. While pre-launch and launch campaigns had featured the signature landmarks and topics. Yet there is so much more to see, feel, do. And the EXPO is not just a collection of sights – it is a unique experience. That’s what this film and the format are here to bring to life. Local influencers are the anchors – showing hidden gems, unique quirks, engaging with people, expressing their honest sense of wonder. This is perfectly underpinned with a great tune all about the universal connection of people. This tune is the anthem to this trailer showing that Expo 2020 is a place that gathers people from all over the world: “so, people come and keep on coming to join the making of a new world…”

Cultural / Context information for the jury

Dubai is a diverse city and this is mirrored on the site of Expo 2020. Similar to how this city is host to people of all overt the world, we have two local brothers who act as hosts in the edit and are showcasing the best of Emirati hospitality in the unique and stunning world of Expo 2020. The use of local influencers as ‘anchors” to this film and entire format are hence a deliberate choice: their natural, open, approachable and also remarkable fun tone make the content distinctive and real – from here, for here, for all.