Our Dulux paint brand partnered with celebrated British artist Sacha Jafri to help him set a new Guinness World Record.
As part of his Humanity Inspired initiative, he created what was officially recognized as the largest art canvas in the world.
Painted over a seven-month period during the 2020 lockdown, he used our Dulux products (and over 1,000 brushes) to create the massive artwork in the ballroom at Atlantis, the Palm, in Dubai. Known as The Journey of Humanity, it took seven months and measured more than 17,000 square feet.
Once completed, the canvas was intended to be split into 60 individual pieces and auctioned off to help raise $30 million for children’s charities around the world. But the whole canvas was bought by a French businessman for $62 million. Jafri is donating the entire amount to help disadvantaged children.
“We’ve always believed that paint has the power to transform people’s lives and this was a fantastic way for us to support an amazing initiative through our global ‘Let’s Colour’ program,” said Stephanie Kraneveld, AkzoNobel’s 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.”
Jafri’s world record bid was also supported by Dubai Cares, UNICEF, UNESCO and the Global Gift Foundation charity.