Ali’s Film was to help brand Dubai at the start of a campaign to win the right to host the World EXPO in 2020. Through the eyes of a 10 year old Emirati boy, it is written as his journey whilst conveying some basic facts about the city.
The film formed part of a theatre-style presentation by the United Arab Emirates to the World EXPO Committee, representing 167 countries. It subsequently featured on the Dubai EXPO 2020 website as well as featuring on Emirates Airlines flights.
MEASURES OF IMPACT AND EFFECTIVENESS
Dubai has just won the bid to host World EXPO 2020, worth an estimated $18bn to the UAE. Ali’s film became the most recognisable and effective piece of media in the campaign.