In collaboration with Cartier, Expo 2020 Dubai presents the Women's Pavilion on Dubai's billboards, reaffirming Expo's commitment to gender equality and women's empowerment through distinctive content and programs during the 182 days of Expo 2020 from 1 October 2021 till 31 March 2021.

The visuals feature women's faces appearing in an artistic style on a white-themed backdrop and on a background that resembles the dark blue color of the sky, adorned with shiny stars, displaying the astonishing building of the women's pavilion. As for the ad copy, the advertiser illustrates that the pavilion is based on the principle that when “women thrive, humanity thrives”. 

The pavilion is set to pay a tribute to the significant roles that women have played throughout history and continue to play in the present day, revealing that the pavilion brings a “new perspective” on breaking the stereotypes, deconstructing misconceptions about women's responsibilities, and becoming change-makers.

This campaign has popped up in the first week of October in Digital Screens in Dubai.

The Art & Science of OOH

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