I Care.
AlUla's heritage campaign opened with two giant hands of coloured earth, painted by the artist David Popa around the Tomb of Lihyan, Son of Kuza, at Hegra and visible only from the sky.
- Brand
- AlUla (Royal Commission for AlUla)
- Agency
- Burson
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
The Royal Commission for AlUla wanted residents, visitors and Saudi citizens to help protect AlUla's heritage. Its release says I Care would 'promote the need to safeguard AlUla’s diverse landscape of cultural assets, including natural and manmade monuments'.
The idea
For the first phase, launched on 1 February 2024, the US artist David Popa built an ephemeral artwork of two protective hands around the tomb at Hegra, Saudi Arabia's first UNESCO World Heritage Site, using only natural materials, 'including yellow earth from Europe and red earth from the Middle East'. It was designed to disintegrate within weeks and, 'due to its scale, the artwork can only be seen from the sky' (RCU). The commission paired it with school toolkits, workshops and visits to heritage sites, and a colouring book for children.
Results
- Overall Saudi awareness of the need to preserve natural heritage rose 5%, and support among 18- to 24-year-olds rose 14%, according to Burson and RCU's MEPRA entry, citing YouGov
Case study source: Royal Commission for AlUla Source ↗
Awards
- Athar Festival Awards 2024Best Cultural CampaignWinner
- Athar Festival Awards 2024Best Environmental CampaignWinner
Credits
- Client team
- RCU Destination Marketing Management Office
- Artist
- David Popa
