The Brief
Servizz Pubbliku approached us to help promote Public Service Expo 2025 in a way that felt fresh, imaginative, and far from institutional.
Instead of focusing on traditional announcements or information-driven clips, the aim was to spark curiosity and conversation. The content needed to attract a younger, more diverse audience, one that might not typically engage with a national public service expo.
Our approach: concept-led reels designed to make people look twice.
The Concept
Rather than explaining what the Expo would include, we asked a different question; how can we show public service as something unexpected, something present in places you’d never think to look?
We built a series of short-form videos where the EXPO 2025 logo appeared in surreal, unexplained scenarios, below are some of the scenarios.
- Underwater
- Hidden beneath layers of soil
- Hanging in a museum gallery
- Replacement of a diamond wedding ring
Each execution felt cinematic, strange, and a little magical. The logo itself became the conversation starter.
Purpose & Placement
The series was used across Instagram Reels, Stories, and paid social placements, and was designed for scroll-stopping impact. The goal wasn’t to explain the Expo in full. It was to build awareness, stir intrigue, and drive people to look it up, talk about it, or attend.
Outcome
The campaign delivered exactly what it set out to do:
- It caught people off guard
- It introduced the Expo to audiences that wouldn’t have clicked on a traditional explainer
The videos ran in the lead-up to the Expo and were repurposed throughout the week of the event itself.
Why It Worked
This project is a great example of what happens when government communications are given room to be creative.
We didn’t rely on statistics or slogans. We leaned into concept, craft, and curiosity. And it worked, not because it said more, but because it said less.