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.
- العلامة التجارية
- AlUla (Royal Commission for AlUla)
- الوكالة
- Burson
- السوق
- السعودية
- المنطقة
- السعودية
- السنة
- 2024
التحدي
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'.
الفكرة
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.
النتائج
- 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
مصدر دراسة الحالة: Royal Commission for AlUla المصدر ↖
الجوائز
- Athar Festival Awards 2024Best Cultural Campaignفائز
- Athar Festival Awards 2024Best Environmental Campaignفائز
فريق العمل
- فريق العميل
- RCU Destination Marketing Management Office
- الفنان
- David Popa
