Expo City Dubai

Terra: The World’s Living Wonder

THE CONTEXT

Terra opened as the Sustainability Pavilion of Expo 2020 Dubai. When the Expo ended and the site transformed into Expo City Dubai, Terra needed to stop being a pavilion people stumbled into on their way to something else, and start being the reason they came in the first place.

That's the brief Alsayegh Worldwide took on: reposition Terra as a standalone attraction, and transform it into a must-experience bucket list destination, rather than an afternoon detour.

‍

The centerpiece of the campaign was a film narrated by the legendary Dr Jane Goodall from a perspective of the Terra herself positioning the former Expo Sustainability Pavilion as a must experience attraction of its own kind.

Imaginative photo shoot reminded people that we are all Terra and sparked a social movement of UGC photos.

About the project

The centerpiece of the campaign was a film narrated by the legendary Dr Jane Goodall from a perspective of the Terra herself positioning the former Expo Sustainability Pavilion as a must experience attraction of its own kind.

Imaginative photo shoot reminded people that we are all Terra and sparked a social movement of UGC photos.

‍

The solution

Results

Terra: The World’s Living Wonder

‍

The centerpiece of the campaign was a film narrated by the legendary Dr Jane Goodall from a perspective of the Terra herself positioning the former Expo Sustainability Pavilion as a must experience attraction of its own kind.

Imaginative photo shoot reminded people that we are all Terra and sparked a social movement of UGC photos.

Next Project

info@alsayeghcreative.com