Where collaboration becomes a global call to action.

To introduce Expo 2020 Dubai to the world, we needed a campaign that would transcend language and borders - something human, powerful, and universally understood. The result was the Hands Campaign, Expo’s first international brand launch, with a central message: when we come together, extraordinary things happen. 

English

Arabic

We chose hands as our visual metaphor - hands that build, connect, invent, and shape the future. Through evocative imagery and a poetic script, the campaign invited people across the globe to be part of a shared journey toward progress.

We led the creative development from the ground up - developing the original idea, writing the script, and overseeing voice-over recordings in both English and Arabic. We also created adaptations for various markets and extended the campaign across print and other collateral.

The campaign became a global success, reaching over 30 million views on YouTube and millions more across digital platforms. Beyond numbers, it sparked curiosity, created emotional resonance, and built a substantial database of audiences eager to know more about Expo.

This wasn’t just a brand campaign - it was the beginning of a global movement. And it started with one simple, strong idea… joining hands together.

Behind the scenes