Tuesday, October 27, 2020
Public Relations

AkzoNobel supporting inspirational artist Sacha Jafri’s world record attempt

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Celebrated artist Sacha Jafri is attempting to create the largest painting ever created on canvas – and he’s using AkzoNobel’s Dulux products to paint his way into the record books.

Jafri’s Humanity Inspired project – which aims to raise $30 million for charitable causes within health and education and connect a billion people around the world – involves creating a painting 160 meters long (larger than two soccer pitches laid end-to-end). He’s been in lockdown at Atlantis, the Palm, in Dubai since the beginning of the COVID-19 outbreak, where his ambitious artwork, entitled The Journey of Humanity, is being created.

But he isn’t doing it alone. He’s invited children around the world to send in drawings themed around isolation and connection, which he’ll paste into circular portals inside his mammoth painting. They’ll act as windows intended to lead us to a better tomorrow, as seen through the eyes of our children.

“We’ve always believed that paint has the power to transform people’s lives and this is a fantastic way for us to support an amazing initiative through our global ‘Let’s Colour’ program,” says Stephanie Kraneveld, Global Marketing Communications Manager Paints. “The Humanity Inspired project aligns perfectly with our own commitment to inspiring communities through color and we’re delighted to have an exclusive partnership with such a visionary and exciting artist.”

Adds Jafri: “My initiative, Humanity Inspired, aims to be a catalyst for true societal change through the heihearts, minds and souls of the children of the world – a springboard for a better future for all humanity. I aim to connect the world and re-connect humanity to ourselves, each other and ultimately the soul of the Earth. I’m delighted to have the support of Dulux and AkzoNobel in this record-breaking project, which has been called the ‘largest artistic, social and philanthropic initiative in history.’”

Jafri’s project is being supported by Dubai Cares, UNICEF, UNESCO and the Global Gift Foundation charity. He also has the backing of the UAE government. Once the work is completed, the canvas will be split into 60 individually framed, numbered, signed and catalogued artwork pieces and sold via an online charity auction.

Jafri – dubbed “The Pioneer of Magical Realism” – is one of our most celebrated living artists, whose work is owned by the likes of Barack Obama, Bill Gates, George Clooney, Leonardo DiCaprio and Madonna.

AkzoNobel’s global “Let’s Colour” program was launched in 2009. More than 2,000 projects have been completed to date, bringing positive benefits to well over 68 million people. For more information, visit letscolourproject.com

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