UAE-based agency Face to Face has collaborated with Expo 2020 Dubai to create the event’s first PR campaign starring global ambassador Lionel Messi.
Widely regarded as the world’s greatest footballer, Messi is the face of a new digitally-led PR campaign that’s focused on Expo 2020’s messages of collaboration and unity – the centrepiece of which is a two-minute film that will run across digital channels globally and on TV in the GCC region.
One of the main themes of Expo 2020 is to bring people together to create a spirit of collaboration,” says Chris Bell, CEO and partner at Face to Face.
Barcelona’s frontman, Messi, was named an Expo 2020 ambassador. The decision to appoint him was driven by his appeal to young people around the world and his commitment to human development through his roles as a United Nations Sustainable Development Goals (SDGs) advocate and Global Goodwill UNICEF ambassador.
“Throughout his career, Lionel Messi has brought together people from different cultures and walks of life through a common enjoyment of football. He embodies Expo 2020’s message of collaboration and unity in our efforts to create new ideas and innovations to ensure progress for all,” said Anthony Ward, vice president of sales and marketing at Expo 2020 Dubai.