Background & Context
Misk Heritage Museum "Asaan" is a cultural institution dedicated to preserving and celebrating Saudi heritage, revitalizing its authentic legacy across generations. It operates under the Misk Foundation and aligns with Saudi Arabia's broader Vision 2030 cultural agenda. Guided by the vision of HRH Princess Sara bint Mashhour, the museum safeguards historical collections, artifacts, customs, arts, and societal values that have shaped Saudi Arabia's national identity. It offers interactive exhibitions, learning programs, and community engagement spaces.
"Through specialized spaces and interactive exhibitions, the museum offers inspiring experiences that encourage all segments of society to contribute to shaping the Kingdom's cultural and civilizational legacy."
The Challenge
Before the museum opens its doors...
How do we make people feel that heritage belongs to them?
How do we transform heritage from something to be seen... into something to be experienced?
How do we build a relationship with Asan before it becomes a place they visit?
Campaign Concept
Rooted in Saudi cultural authenticity while remaining modern and accessible, the concept is designed to evoke pride, curiosity, and a deep sense of belonging through genuine human insights. Every Saudi home holds more than just objects: a watch, prayer beads, a robe, a box, a letter. They may seem simple, yet each quietly carries the presence, memories, and legacy of the people who continue to live within them.
The Big Idea
Still With Us.. "مازال معنا"
Heritage is not what was left behind...
It's what still lives within us.
Still with us.
It's what still lives within us.
Still with us.
Campaign Journey
The campaign is a gradual journey that takes the public from discovering heritage
to seeing it in their daily lives, and then participating in its preservation.
It can be divided into three phases:
Thank You.