Web header. Colourful illustration. Colourful key visual.
We created a nationwide
engagement programme that 
invited everyone to... invite 
everyone. #Hayyakum

Behind the campaign:
The UAE has a long history of hosting the world and there's even an Emirati word for it: 'Hayyakum / Welcome'.
– We owned the word 'Hayyakum' to spread the spirit of welcoming and engaged the UAE into welcoming the world (friends and families from overseas) in order to meet the objective of 25 million visitors. 
– The outcome was an community focused, nationwide engagement campaign that inspired people to open their doors for the world to visit the Expo 2020. 

Scroll down to discover 
all the ins and outs!



Watch how the spirit 
of Hayyakum is opening doors.

Out of home 
with flying colors.

Outdoor. Key visual / Campaign visual adapted for an outdoor hoarding.
Outdoor. Key visual / Campaign visual adapted for an outdoor hoarding.
Digital. Key visual / Campaign visual adapted for the landing page of the Expo. Web design.



We invited everyone to a 
once in a lifetime tour. 

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