2022 Winners & Shortlists

LIVE THE EXPERIENCE (JOIN THE MAKING OF A NEW WORLD)

BrandEXPO 2020 DUBAI
Product/ServiceEXPO 2020 DUBAI
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryScreens & Events
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production JOY FILMS Dubai, UNITED ARAB EMIRATES

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.

Credits

Name Company Role
Patou Nuytemans Memac Ogilvy Dubai CEO
Stephan Vogel Ogilvy EMEA Chief Creative Officer EMEA
Till Hohmann Memac Ogilvy Dubai Chief Creative Officer MENA
Tobias Ahrens INGO Hamburg Executive Creative Director
Catherine Bannister Memac Ogilvy Dubai Chief Strategy Officer
Mary McFarland Memac Ogilvy Dubai Managing Director
Cristiano Tonnarelli Memac Ogilvy Dubai Group Creative Director
Dana Silwadi Memac Ogilvy Creative Director
Mahesh Powar Memac Ogilvy Associate Creative Director
Rajaa Chami Memac Ogilvy Dubai Head of Production
Shadi Kharmacho Memac Ogilvy Dubai Head of Arabic
Ghadeer Khub Memac Ogilvy Dubai Head of Social
Jens Paasen Ingo Hamburg Art Director
Ramzi Habayeb Memac Ogilvy Dubai Senior Account Manager
Riad Joumblat Memac Ogilvy Dubai Senior Account Manager
Yazan Al Kayyali Memac Ogilvy Senior Social Media Executive
Saloni Mehta Memac Ogilvy Dubai Account Executive
Callum Hoy Memac Ogilvy Dubai Group Account Director
Irina Gastescu Memac Ogilvy Account Director
Christine Suzanne Memac Ogilvy Account Manager
- - Creep Color Grading
- - MangoJam Sound Design
Ali Azarmi Joy Films Executive Producer
Anju Backer Joy Films Editor
Adam Black Joy Films Photographer
Lucciana Boulos Joy Films Production Manager
Micaela Cigala Joy Films Wardrobe Stylist
Fares Corbani Joy Films Steadicam OP
Sholto Douglas Expo 2020 Dubai Chief Sales & Marcomms Officer – Sales-Marketing and Communications
Malcolm Green Joy Films Director
Ramzi Haddad Expo 2020 Dubai Vice President Campaigns -Marketing
Nuhad Hamdan Expo 2020 Dubai Head of Strategy and Planning - Marketing
Jad Hindy Expo 2020 Dubai Senior Vice President Marketing -Marketing
Hussain Jian Joy Films Photographer
Hani Kleib Joy Films Makeup & Hair
Fabiana Lolli Joy Films Wardrobe Stylist
Oliver Mathews Expo 2020 Dubai Manager - Offline Media - Marketing
Zeus Merhi Joy Films 1st AD
Spike Morris Joy Films Cinematographer
Shweta Nair Joy Films Art Director
Hala Nasrallah Joy Films Line Producer
Varunn Pandya Joy Films Production Coordinator
Nick Pezzillo Joy Films Editor
Nima Safari Joy Films Producer
Shobha Shrinath Expo 2020 Dubai Head of Media Planning and Buying - Marketing
Alex Townley Joy Films Editor
Bobby Worth Joy Films Music Composer
Ehab Yasin Expo 2020 Dubai Head of Marketing Operations – Marketing
Yousef Zakkout Expo 2020 Dubai Manager - Integrated Marketing D&R - Marketing