Celebrate Global Diversity With The Face Of The Earth Project
The new project, ‘The Face of The Earth Project’, is a local initiative, and part of the global movement to inspire acceptance for global diversity, creative expression and gender equality amongst the current youth and generations to come - The project aims to answer the question: If the earth had a face, what would it look like? Participant faces are scanned, uploaded, and updated continuously to form ‘The Face of the Earth’ on a dedicated microsite: http://thefaceoftheearth.me/ - ‘The Face of the Earth Project’ photo booths to be placed across Dubai bars for easy participation until Mid-May to increase awareness - Participants can upload images to the microsite when accessing via desktops/laptops and use the front camera to take pictures to upload from their mobile phones .
How often do we hear the phrase ‘Dubai has every nationality on the face of the earth’? As one of the world’s most cosmopolitan cities, it is home to over 200 nationalities and is a multicultural melting pot. For this reason, Absolut is bringing the ‘global diversity’ element of its worldwide campaign ‘Create a Better Tomorrow, Tonight’ to the forefront with ‘The Face of the Earth Project’ in Dubai, and by association the UAE. The Swedish brand is known for its progressive ethos that went global when Absolut launched the ‘Create a Better Tomorrow, Tonight’ campaign in 2016 to go back to its roots and highlight the core values- global diversity, creative expression and gender equality - of its founder, Lars Olsson Smith.
The three elements will be used as tools to connect with the new generation, who share the same set of beliefs and will spread the message to celebrate creativity and champion progress. ‘The Face of the Earth Project’ aims to highlight unity in diversity and encapsulates everything the brand stands for by sparking a positive movement in the world through this timely and innovative initiative.
The project restores faith in humanity, and brings people from all walks of life together to demonstrate how through differences we are one - and in turn making the world a more open and accepting place. “We can’t think of a better place than Dubai to try and establish a face of the earth! With its multi-cultural presence, thriving business development and growing creative community, the city has become the cosmopolitan center of the region – a part of the world that has and continues to face intolerance.
That being said, we are proud to be a part of a movement that celebrates the forward-thinking belief that tomorrow will be better. This initiative is all about celebrating global diversity. We are excited to bring this movement to life, fuelled by the energy and creativity of this great, urban city”, says Antoin Breen, Absolut Brand Marketing Manager at Pernod Ricard Gulf. The Dubai-based campaign kicked off at Groove on The Grass (GOTG) on February 23rd, where on-ground photo booths allowed event attendees to learn about the project, scan their face and participate. #FaceoftheEarth photo booths will be placed in key locations across the city, with weekly activations will be also take place so the community can scan their face and contribute to the movement.
Launching digitally, a dedicated ‘The Face of the Earth Project’ microsite (thefaceoftheearth.me) exists to encourage participation on a wider level. Participants can upload images to the microsite when accessing via desktops/laptops and use the front camera to take pictures to upload from their mobile phones The microsite will create a facial figure with the collection of scanned images of participants, from both the microsite and photo booths that will continually update to show the face of the earth - a reflection of the rich multi-cultural diversity in the region. The project is part of #Absolutists, a social media community that stimulates creative expression. So, join in to Create a Better Tomorrow, Tonight with The Face of the Earth Project on http://thefaceoftheearth.me
