Hands is Havas London's first international marketing campaign since winning the World Expo bid in 2013. The campaign helps to celebrate and emphasise the power of human collaboration by using the universal symbol of hands. It launched 1000 days before the Expo doors open on 20 October 2020, the ‘Hands Campaign’ uses bold colours and the dexterity of dozens of hands to create the illusion of easily-recognisable objects such as the Burj Khalifa, a lightbulb, Earth and wind turbines.
Each scene or image illustrates Expo 2020’s theme, ‘Connecting Minds, Creating the Future’, by showing that when we work collaboratively we can produce even greater results. It forms one of the first components of Expo 2020’s ‘To Better, Together’ marketing strategy.