As we reach the end of another decade, we look back at what the Eurovision Song Contest has brought us over the last 10 years: 10 different stages, 10 host cities and 10 very different themes.
In this edition of Eurovision this Decade, we look back at the slogans of the Contest from 2010 to today.
‘Share The Moment’ was the first slogan of this decade in Oslo in 2010. This slogan, one of coming together to celebrate the Eurovision Song Contest, was illustrated in the opening video and taken to heart in other elements of the show. For example, instead of showing postcards, the time between acts featured fans from the participating countries. Additionally, throughout the show, families watching the show at home were shown.
In 2011, the theme for the Contest in Düsseldorf was ‘Feel Your Heart Beat’. The idea was inspired by last year’s contest's Final in Oslo, where the winner, Lena, during her conversation with the host Erik Solbakken formed a heart with her fingers to thank all people who had voted for her. In the spirit of using the theme to bring people together, this was creatively portrayed in the postcards by a diverse group of people living in Germany translating the slogan into their home language.
Light Your Fire was the slogan for the Eurovision Song Contest 2012. This theme was tied to the host country of Azerbaijan which is referred to as the Land Of Fire. "Since the dawn of time, mankind has come together around fire to communicate through the telling of stories, song and dance. The Eurovision Song Contest is where people come together to celebrate and communicate through song and dance," the creators behind the theme art explained."
We Are One was the theme in Malmö the following year. "This theme reflects that timeless feeling millions of people will experience when Europe comes together to celebrate its diversity," said Jon Ola Sand, Executive Supervisor of the Eurovision Song Contest. With this theme, public broadcaster SVT wanted to take reflect the wealth of cultures and diversity of expression that is unique for the Competition and underline that, at the end of the day, we are the same.
In 2014, it was time for #JoinUs in Copenhagen. In the first Semi-Final, fans from all over the world recorded Emmelie de Forest’s Only Teardrops. "In relation to the many participants, members of the press and fans that will come to Denmark for Eurovision, [the slogan is] about putting our arms out and welcoming them. To say: Join the party, join the competition - join us", said Jan Lagermand Lundme, Danish public broadcaster DR's Head of Show.
The slogan for the 2015 Eurovision Song Contest was Building Bridges. The theme artwork featured spheres and wave-shapes, symbolising unity as well as diversity. The colours reflected individualism and at the same time building musical bridges, the diversity of the artists, a variety of songs and the diverse audience. The theme was portrayed in the voting sequence by digital bridges.
In 2016, the slogan was ‘Come Together’ and theme artwork was inspired by the dandelion, a symbol of the power of resistance and resilience but also of regeneration. Martin Österdahl, Executive Producer of the 2016 Contest explained that the message of unity was one of the reasons behind the slogan: "We believe that the idea of unity is as important today as it was in the 1950s when the Eurovision Song Contest started. It is about reaching across all the boundaries that separate us human beings from each other".
'Celebrate Diversity' was the theme in Kyiv in 2017. The creative logo design was based around a traditional Ukrainian bead necklace known as Namysto. More than just a piece of jewellery, Namysto is a protective amulet and a symbol of beauty and health. It is made up of many different beads, each with its own design and celebrates both diversity and individuality. According to Viktoriia Sydorenko, International PR Manager for the 2017 Eurovision Song Contest, the slogan encapsulates both tradition and modernity.
On the heels of 'Celebrate Diversity' came 'All Aboard' in Lisbon in 2018. Portugal has always connected Europe to the rest of the world through the ocean, and 500 years ago Lisbon was the centre of many of the world’s most important sea routes. Today, Lisbon is using the ocean’s connectivity as inspiration with its slogan, inviting the international community to come together for this year’s competition.
We ended the decade with Dare To Dream for the Eurovision Song Contest 2019 in Tel Aviv. The slogan was portrayed throughout the three shows, with memorable moments like Netta’s story and the Shalva Band. The aspirational tag line "represents and symbolises everything that the Eurovision Song Contest is about. It’s about inclusion. It’s about diversity. It’s about unity,” Jon Ola Sand, Executive Supervisor of the Eurovision Song Contest, said during slogan's announcement.