It’s the first campaign Messi has starred in for Expo 2020 since being named brand ambassador in 2016…
Legendary footballer Lionel Messi has kicked off his role as Expo 2020 global ambassador by starring in a new promo video. The recently released, 60-second video shows the world-renowned footballer showing off his football skills before passing the ball around the world. The video was filmed in the UAE, Kenya, UK and India to celebrate cultural diversity and global collaboration.
The key theme of Dubai Expo 2020 is ‘Connecting Minds, Creating the Future’, which is highlighted in the powerful new campaign.
The idea is that as football knows no nationality, race or religion, it’s seen as a key tool in bringing people across the globe together.
Filmed across the globe, Lionel Messi’s first @Expo2020Dubai campaign aims to celebrate the power of collaboration and cultural diversity, as well as embodying Expo’s goal to inspire individuals to create progress. #Dubai pic.twitter.com/woivFGZWIo
— Dubai Media Office (@DXBMediaOffice) May 6, 2019
“A football team can only succeed by working together, and the same is true of humanity,” explained Messi of the campaign. “When people from different nations, cultures and backgrounds come together we can better address global challenges and create a brighter future for generations to come”.
This is the first campaign Lionel Messi has done for Expo 2020 since he was appointed the brand ambassador in 2016. As part of the campaign, Expo 2020 will also give 2,020 durable footballs to children in Jordan, Kenya and the Philippines, totalling 6,060 balls.
More than 170 countries will be represented at Expo 2020, with the site split into three main Pavilions; Opportunity Pavilion, Mobility Pavilion and Sustainability Pavilion. A UAE Pavilion also features in the main site. This super-sized exhibition will see participating nations all come together to exhibit their feats in every sector from industrial to scientific to technological.
Located near the Al Maktoum International Airport, Expo 2020 will run from October 20 2020 to April 2021. Tickets start from Dhs120 per adult.