I Care by Burson and The Royal Commission for AlUla

Client: The Royal Commission for AlUla

Burson and the Royal Commission for AlUla (RCU) created a vanishing artwork that acted as powerful metaphor about the transient nature of cultural legacies. The renowned landscape artist David Popa was commissioned to create an ephemeral artwork at Hegra, Saudi Arabia’s first UNESCO World Heritage Site. The artwork took the shape of two protective hands, each 100 metres long, cradling the iconic Tomb of Lihyan, Saudi Arabia’s first UNESCO World Heritage Site at Hegra. Crafted from natural and biodegradable materials, it was designed to disintegrate within weeks. On completion, the artwork sparked debate and started a powerful movement in Saudi around heritage conservation.

The campaign saw a 5% increase in overall Saudi awareness of the need to preserve natural heritage, and a remarkable 14% rise in support among the18-24 age group (YouGov). The launch video, chronicling the creation and disappearance of the artwork, garnered 7 million views and generated 1,781media hits worldwide. The artwork even caught the attention of Hollywood superstar Will Smith – a fan of David Popa’s work. The campaign was also shortlisted in two categories at the 2024 Cannes Lions Festival of Creativity.