Creativity

Creative Work of the Week: Will.i.am recites the reasons to attend Expo 2020 Dubai

By Kyle O'Brien | Creative Works Editor

October 30, 2019 | 3 min read

Expo 2020 Dubai promises milestone moments to rival those of recent and ancient history, and the event has hired musician and innovator Will.i.am to be the English-speaking voice of its promotion.

In a 60-second ‘Be There for the World’s Greatest Show’ spot, Will.i.am celebrates the history of human achievement in a flowing rhyme while espousing the accomplishments yet to come in art, science, music, fashion and more.

At first, he states, “you weren’t there” as people created algebra, the bicycle tire, built the pyramids or painted the Mona Lisa, all cut with flashes of real, animated and CGI images.

Will.i.am

Will.i.am recites rhymes for Expo 2020 Dubai

“But you could be there, and with your own eyes witness new acts of human genius,” he continues as he promotes the six-month event with a fast-paced, cinematic montage, saying people “can’t afford to miss” the spectacle.

Active in 29 markets and 14 languages, the film asks you to ‘be there’ to witness the next wave of human brilliance when Expo 2020 Dubai opens its doors on 20 October 2020.

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An Arabic version is voiced by Emirati performer Hussain Al Jasmi, who was announced as an Expo 2020 Dubai Ambassador.

For its imagery mashup and smart phrasing, The Drum’s readers voted it the Creative Work of the Week.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

See the work by clicking on the Creative Works box below.

Expo 2020 Dubai: Be There by Memac Ogilvy Dubai

By Expo 2020 Dubai

Overall Rating 5/5

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