EXPO 2020
We’re in a new era of people moving progress rather than progress moving people. Where people power is used to generate shifts in complacent systems. We’re in a time that’s ripe for a movement. Where not just the activists, but the everyman, are feeling moved to act on climate change, inequality, and other pressing issues. Expo 2020 Dubai will be a monumental moment in history, focused on the future, where everyone is invited.
Expo’s aim of connecting minds to create the future calls for a movement. Connecting minds who share a passion for progress and a desire to fix the future.
GEN2020
Generation 2020 are not the ones to sit idle and watch the future come to be. They are taking actions — however small, to help shape the future they want to live in. They are as big as Elon Musk; accelerating progress toward sustainable energy by open-sourcing his innovations. And they are as small as the person who shares a film about ocean plastics on Facebook. With a spectrum of social entrepreneurs and keyboard activists in between.
THIS IS OUR TURNING POINT
Years from now, when we look back at Expo 2020 Dubai, will we see this as our turning point? As an Expo for the people, this is our chance to make this our turning point in history— by bringing together different cultures and ideas on a global platform to inspire and equip each other, as well as a generation of people, to take action both big and small. We’ll mobilise a movement of Gen2020, inspiring them to turn established conventions on their head to ignite a change in our course towards tomorrow.
REPRESENTING GEN2020 VISUALLY
A movement is by definition, never still. It feeds itself, engulfing everything in a ball of surging energy.
The visual representation of Gen2020 needs to show their inspiration and connectedness, manifesting as constantly growing potential.
THE MOVEMENT VISUALISER
We will harness data from the movement based on social media and online interaction to visualise a “heat map” of their activity, resulting in a dynamic, ever amplifying identity. The swelling energy of the movement literally becomes the identity, something that has never been done before, showing that every person’s small contribution adds momentum to this movement forging a new path to the future.
PROPELLING THE MOVEMENT
The goal of this campaign is to take the subject matter which has been of interest to a niche few and bring it to the masses. We do have an incredibly fascinating starting point - innovative, ground breaking ideas which will shape the future. But this great content created by the niche few needs to be packaged in an accessible and exciting way so that everyone can get excited by it.
*This work is a pitch presented to Expo 2020 in 2018.
