Abu Dhabi Tourism invites the world to ‘be moved in a thousand ways’

A new global campaign for Saadiyat Cultural District by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) invites the public to be ‘touched in a thousand ways’. The campaign coincides with the announcement that construction of Saadiyat Cultural District will be completed by the end of 2025.

DCT Abu Dhabi has created a unique, thought-provoking campaign that resonates globally and reinforces Saadiyat Cultural District’s message that culture uplifts us all, across all demographics; it fosters dialogue, ignites critical thinking and inspires creativity, not just for those entrenched in arts and culture, but for people from all walks of life. The campaign features some of the world’s most creative minds across art, architecture, museums and popular culture, each selected for their ability to reach and engage a diverse global audience and is based on insights from data across 29 markets.

In collaboration with generative artist Ferdi Alıcı of Ouchhh Studios, the film uses advanced neural data technology to explore the minds of each advocate, capturing their thoughts and emotions around Saadiyat Cultural District’s vision for a new era of cultural diversity. Each participant was fitted with a wireless EEG headset, with sensors attached to their foreheads. They were filmed as they responded to thought-provoking questions about the impact of culture. A pre-trained Auto Encoder then recorded five brainwave signals, capturing their brain activity and mood. This data was transformed into real-time, dynamic abstract artworks, projected as data murals onto giant immersive LED screens in the studio. The experience invites audiences worldwide to engage with the visionaries’ insights while being mesmerized by the artistic rendering of their captured emotions.

DCT Abu Dhabi captured datamurals from 35 supporters of the Saadiyat Cultural District. The captivating campaign film is anchored by talk show host, producer and philanthropist Oprah Winfrey and broadcaster Mona El Shazly. Contributors to the campaign include HE Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi; HE Zaki Anwar Nusseibeh, Cultural Advisor to the President of the UAE and Chancellor of the United Arab Emirates University; HE Noura bint Mohammed Al Kaabi, Undersecretary of State at the UAE Ministry of Foreign Affairs; Lord Norman Foster, Pritzker Architecture Prize winner and architect of the Zayed National Museum; Mariët Westermann, Director and CEO of the Solomon R. Guggenheim Museum and Foundation; acclaimed UAE artists Mohammed Ibrahim, Najat Makki, Afra Al Dhaheri; multi-award-winning actor, musician and entrepreneur Idris Elba OBE; legendary pianist Lang Lang; and many more.

In support of the campaign, Saadiyat Cultural District also launched its brand manifesto, narrated by over 65 creators and thinkers, including Steve Harvey, Maria Sharapova, Gael Hedding, Hussain Al Jassmi, Harvey Mason Jr., Sandhini Poddar, Liu Yifei and Magdelena Moreno. These prolific voices share their thoughts on Saadiyat Cultural District’s role as a global hub of culture.

“Looking back at our campaign, it encapsulates the essence of Saadiyat Cultural District – celebrating diversity and fostering dialogue, designed to resonate deeply with every visitor,” said HE Nouf Mohamed Al-Bushlaibi, Executive Director of Strategic Marketing and Communications, DCT Abu Dhabi. “Through our advocates, we have effectively delivered this message to a wide audience, weaving a story that creatively engages people from all walks of life, while simultaneously igniting the curiosity of our next generation, who are poised to shape our collective future.”

“This journey has been incredibly transformative on a personal level,” HE Al-Bushlaibi continued. “Listening to the myriad voices and their diverse cultural perspectives has underscored the nuanced impact of arts and culture on our society, giving the mission of the Saadiyat Cultural District greater purpose.”

Saadiyat Cultural District is already home to the Louvre Abu Dhabi, Berklee Abu Dhabi and Manarat Al Saadiyat. When construction is completed in late 2025, Saadiyat Cultural District will be joined by team Lab Phenomena Abu Dhabi, the Zayed National Museum, the Natural History Museum Abu Dhabi and the Guggenheim Abu Dhabi.

To bring the campaign to life, DCT Abu Dhabi collaborated with a number of partners: Creative Partners, Serviceplan Middle East; Art & Technology Partners, Ouchhh Studios; Production Partners, Déjà vu and PR & Communication Partners, Memac Ogilvy UAE.