THC was tasked to deliver a campaign to support the British Council’s Selector Radio’s concert at Dubai Expo 2020, featuring renowned UK DJ – Jamz Supernova – as part of the British Council’s initiative to showcase modern UK arts and culture in conjunction with the UAE Ministry of Culture’s drive to nurture and encourage local talent. THC combined local media outreach with social influencers to maximise publicity, create conversations, which also involved hands-on workshops for aspiring DJ talent in the region.