In 2015, 196 countries signed the Paris Agreement, committing to limit global temperature increase to well below 2°C. But by the time COP28 arrived in the UAE, the world was off track.

As a COP28 sponsor, Mashreq had a role to play in a moment that demanded action - not just conversation.

But what do you stand for once you’re there? COP28 would be filled with brands, organisations, leaders and conversations about sustainability.

We challenged Mashreq to make its stand more than a branded space. To make the stand, stand for something.

We reframed the stand around one simple principle:

It should come from the earth.
And go back to the earth.

That meant making circularity not just a message on the walls, but a principle embedded into the space itself.

The result was Earth 2 Earth.

A stand designed to demonstrate that sustainability could be experienced - not simply talked about.

Built from 100% recycled dead palm fronds sourced within the UAE, the 25-square metre stand gave discarded natural material a new purpose. But the thinking went beyond the structure itself.

Ultra-low energy appliances and energy-efficient LED lighting helped reduce energy consumption. Refreshments were served in glass water bottles. Real plants were used throughout the space, with every plant replanted after the event.

Even the journey to COP28 was considered, with electric transport vehicles used to move the stand.

The entire structure was recycled and repurposed for different uses - giving life beyond the event - becoming the truest expression of the idea:

From earth. Back to earth.

Strategically positioned to maximise visibility from the VIP entrance, the stand invited delegates directly into Mashreq’s ESG conversation.

Its spatial design created distinct zones for:

• ESG initiatives and sustainability stories
• Video content and reels
• A gallery showcasing 100% recycled debit and credit cards
• A keynote and speaker area
• Semi-private meeting spaces
• Living plants integrated throughout the stand

The Champion of the Earth

We also paid homage to the late great Sheikh Zayed bin Sultan Al Nahyan, winner of the Champion of the Earth accolade.

His portrait was recreated using desert palm waste - turning discarded material into a tribute to a leader whose legacy continues to inspire environmental action.

The stand became more than an exhibition space. It became a platform for leaders, visionaries and environmental pioneers to bring their perspectives to the COP28 audience.

Through targeted outreach, influential speakers and thought leaders were invited not simply to speak, but to spark change.

50+
Speakers

3,500+
Audience

The result?

Every session was filled.
Every keynote was packed.

The stand attracted some of the biggest leaders, thought leaders, environmentalists and sustainability advocates in the region - creating a space where the conversation could keep moving forward.

The stand didn't just host the conversation.

It became part of the conversation.

The activation attracted coverage across regional media and generated praise from environmental advocates, including Friends of the Earth and Tree Huggers.

Because when a brand’s actions give its message substance, the story becomes bigger than the brand.

COP28 gave Mashreq a physical presence in one of the world's most important conversations. We turned that presence into something more meaningful:

• A stand that embodied circularity.
• A platform that brought people together.
• And a space that helped Mashreq turn sustainability from something to talk about into something people could experience.