The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has unveiled an exciting new campaign, "Be Moved in a Thousand Ways," designed to convey the transformative power of culture. This campaign, introduced by the iconic Oprah Winfrey, philanthropist, talk show host and author, aims to inspire and unite people by showcasing the profound impact of cultural experiences.
The centerpiece of the campaign film is the breathtaking Saadiyat Cultural District in Abu Dhabi, a testament to the UAE capital's rich and diverse heritage. Through this initiative, DCT Abu Dhabi seeks to open minds and hearts, fostering a deeper appreciation for the arts and the connections they create. In the film, Oprah takes the audience on a journey of the Saadiyat Cultural District, a voyage into the heart of curiosity and creativity. “The District is a testament to the passionate creators and curators of our generation,” she says inviting the viewer to ‘be moved in a thousand ways’. Contributors to the campaign include HE Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi; HE Zaki Anwar Nusseibeh, Cultural Adviser to the President of the UAE and Chancellor of the United Arab Emirates University; HE Noura bint Mohammed Al Kaabi, Minister of State at the Ministry of Foreign Affairs UAE; 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; celebrated artists Mohammed Ibrahim, Najat Makki, Afra Al Dhaheri from the UAE; multi-award-winning actor, musician, and entrepreneur Idris Elba, OBE; legendary pianist Lang Lang; and many more. The film can be viewed here. Saadiyat Cultural District, an embodiment of empowerment, showcasing museums, collections, and narratives that celebrate the region’s heritage while promoting a diverse global cultural landscape, is on track for completion in 2025. UNIQUE DESTINATION Once completed, the diversity of Saadiyat Cultural District’s institutions will make the district one of the most unique cultural platforms. Saadiyat Cultural District is a testament to Abu Dhabi's commitment to preserving heritage while embracing a forward-looking vision. The district invites the world to engage with diverse cultures, fostering dialogue and exchange, and offers a global cultural space that empowers the region and the global south. The district is already home to Louvre Abu Dhabi – the first universal museum in the Arab world – showcasing artworks from different cultures side by side and telling a story of human connections. Since opening in 2017, Louvre Abu Dhabi has welcomed 5 million visitors and is recognized for its breathtaking architecture and its innovative narrative. Nearby, Berklee Abu Dhabi offers music, performing arts, and educational programs throughout the year. Additionally, Manarat Al Saadiyat serves as a center for creative artistic expression and is home to two significant initiatives in Abu Dhabi’s cultural calendar: Abu Dhabi Art and Culture Summit Abu Dhabi. The current construction progress of other soon-to-open institutions in Saadiyat Cultural District stands at 76%. Zayed National Museum, the national museum of the United Arab Emirates, will celebrate the nation’s rich history and culture, as well as honor the legacy of the country’s founding father, the late Sheikh Zayed bin Sultan Al Nahyan. Meanwhile, teamLab Phenomena Abu Dhabi will invite visitors on an ever-changing exploration that will transcend the limits of their imagination. They will be joined by the Natural History Museum Abu Dhabi, which will include a research and teaching institution that will take visitors on a 13.8 billion-year journey through the story of our universe and our planet. And Guggenheim Abu Dhabi will be a museum celebrating art from the 1960s to the present and the most important artistic achievements of our time. HOMAGE TO HERITAGE Saadiyat Cultural District pays homage to the legacy of the late Sheikh Zayed, who defined the cultural agenda and unveiled the history of the UAE to the world through archaeological excavations and findings. This legacy began with the establishment of Al Ain Museum, the first museum in the UAE, which opened in 1971. This was followed by the inauguration of the Cultural Foundation in 1981. Sheikh Zayed’s legacy continued to evolve under the guidance of the late Sheikh Khalifa Bin Zayed Al Nahyan. Today, HH Sheikh Mohamed Bin Zayed Al Nahyan, President of the United Arab Emirates, and HH Sheikh Khaled bin Mohamed bin Zayed, Crown Prince of Abu Dhabi, continue to build on that legacy. HE Mohamed Al Mubarak, Chairman of DCT Abu Dhabi, said: “Culture transcends mere connections; it shapes our very evolution and broadens our perspectives. Here in Abu Dhabi, we embrace this influence, fostering a deep appreciation that resonates throughout our community. Saadiyat Cultural District embodies ‘cultural hope’. The district will convey a message of cultural diversity that will become more powerful over time, creating global connections, inspiring cultural exchange, and fostering new ways of thinking to support the region, the global South, and the world. Saadiyat Cultural District is somewhere people can come to learn from the past, understand our present, and focus on our future.” For more information about the Department of Culture and Tourism – Abu Dhabi and Saadiyat Cultural District, please visit: dct.gov.ae; scdabudhabi.ae and abudhabiculture.ae. About Saadiyat Cultural District The Saadiyat Cultural District is one of the world’s preeminent global destinations, which brings together diverse culture and fosters knowledge and understanding through its museums, educational and cultural institutions. The anchoring museums of the Saadiyat Cultural District encompass natural history, cultural heritage, and contemporary creative expression, and are places that collectively tell the story of the United Arab Emirates, the world, and the connections that have fostered creativity and innovation for millennia. The Saadiyat Cultural District is a place of cultural dialogue and a centre for the creation of knowledge, attracting local, regional, and international visitors and making a lasting impact on the world.