Expo Dubai 2020

Challenge

Canada needed a compelling brand narrative for Expo Dubai 2020 but was overly focused on pavilion architecture rather than positioning the country as a global leader in innovation and economic partnership.

Solution

We shifted the focus from pavilion-based branding to a nationwide investment and innovation strategy, developing the “Supercharge Your World” campaign to position Canada as a key economic and technological partner on the global stage. Through strategic planning and collaboration, we successfully navigated multiple levels of government approval to secure buy-in for the campaign.

Results

The campaign was fully approved and the branding strategy was officially adopted and implemented. However, Expo Dubai 2020 was canceled due to pandemic closures.