Saudi creative advertising agency, The Bold Group, has partnered with King Abdulaziz Foundation for Research and Archives (Darah) to celebrate the kingdom’s 92nd national day virtually on the Decentraland metaverse.
The virtual celebration runs from September 22 until September 24, and will allow participants will experience Saudi culture in the digital realm.
This strategic partnership will enable an authentic immersive experience as both Darah strive to make Saudi Arabia’s history and culture accessible to the world, and to educate future generations on the full breadth of the Kingdom’s great heritage, the agency said in a statement.
“We are activating the metaverse in an impactful way by paying tribute to Saudi National Day,” The Bold Group’s co-founder and chief executive officer Abeer Alessa said.
Alessa added: “Fusing our past with our future, we are honoring the storied history of the Kingdom, preserving our heritage and displaying it with pride for people to engage within the new digital realm.
The creative agency’s multi-faceted Saudi National Day experience in the metaverse will feature multiple layers of Saudi culture in an open-air museum, “with each level displaying various representations of the beauty of Saudi Arabia,” the statement said.
The experience will also feature exclusively tailored Saudi national attire, created and inspired by the different regions of the Kingdom, with the iconic pieces made available as wearable NFTs for event visitors.
In addition to this, participants will also be provided a POAP (proof of attendance protocol) as a limited edition collectible NFT for users to showcase with pride their participation in the world’s first Saudi National Day metaverse celebration, the statement said.
“We’re witnessing a major transformation in the Saudi digital industry where Saudi Arabia is being increasingly recognised as a key player in the global technology scene, enabled by the developments achieved in the pursuit of realising the Saudi Vision 2030,” the Bold Experience Unit’s creative technology director Ziad AbuRjaily said.
AbuRjaily added: “The idea to usher the Saudi National Day, a historically traditional celebration, into the new era of technology was inspired by the challenge of convening people across the Kingdom’s 13 different regions to celebrate Saudi Arabia in one virtual space.”
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