Jack Morton, the brand experience agency, has been appointed by ENOC Group as the lead creative agency and project management consultant for its sponsorship activation at Expo 2020 Dubai. The agency is conceptualising and delivering ENOC’s brand experience, which is called Reimagine Energy.

The appointment follows a competitive pitch in which ENOC, the official integrated energy partner for Expo 2020 Dubai, invited a number of agencies to propose a creative approach and theme for activating the brand’s sponsorship at the mega-event on a plot area spanning more than 2,000 square metres.

Four structures will be open to visitors at all times within ENOC’s pavilion space at Expo 2020 Dubai, with four distinct “chapters” exploring energy through the lens of: Discovery – what energy is; Harness – what energy enables; Collaborate – what energy needs; and Reimagine – what energy promises. A fifth structure, ‘The Hive’, will be a dedicated, multi-functional space for Government and industry stakeholders to collaborate in finding solutions to the industry’s unanswered questions.

Rebecca Amey, managing director of Jack Morton MENA, said: “ENOC is a company embracing both creativity and change in an era of global energy transition. Its forward-thinking and open attitude has allowed us to develop an exciting concept that can speak to a universal audience at Expo 2020 Dubai, and offer an extraordinary experience for all. Reimagine Energy will pay tribute to the energy story as a human story – one that has changed the way we live and the way we think throughout history.”

Reimagine Energy will offer an engaging, multi-sensory experience for all ages, using ultra-haptic technology, moving image, kinetic installation and interactive projection to allow visitors to “feel” and interact with energy throughout.