How can artists build a positive world?

An initiative invited emerging artists worldwide to creatively respond to the theme ‘Tomorrow’ing: Visions of a Better Future’

M&C Saatchi Group, the global creative solutions company, and London’s renowned Saatchi Gallery have announced Hiba Baddou as the overall winner of their international Art for Change Prize. This initiative invited emerging artists worldwideto creatively respond to the theme ‘Tomorrow’ing: Visions of a Better Future,’ with a grand prize of £10,000 awarded to the top entry.

At the exhibition unveiling at Saatchi Gallery, Justine Simons OBE, London’s Deputy Mayorfor Culture and the Creative Industries and Chair of Judges, announced Hiba as the overall Art for Change Prize winner. The Grand Jury, including Justine and leaders from M&C Saatchi Group and Saatchi Gallery, selected Hiba from a shortlist of six regional winners. Hiba, the regional winner for the Middle East and Africa, will receive a £10,000 cash prize. Her artwork will be featured in a special exhibition at Saatchi Gallery from 29 November 2024 to 12 January 2025, alongside the five other shortlisted regional winners, each receiving a £2,000 cash prize.

Hiba is a Moroccan filmmaker, artist, and art director who creates work inspired by her homeland, exploring themes of identity, ritual, and language. Her winning short film, Paraboles, is a multidisciplinary project that addresses themes of immigration and belonging by exploring ideas of exile and rootedness. It follows a family captivated by foreign images whose desire for a new life abroad ultimately draws them back to their origins. The film highlights the complex nature of identity and roots its story in both the social and spiritual dimensions of belonging.

This year’s prize saw a 56% increase in entries, resulting in 4,667 submissions from 140 countries and over 53% from developing nations across Latin America, Africa, Asia, and Oceania. The regional winners, representing Mexico, Hong Kong, Australia, Spain, Morocco, and the UK, were selected to present works that explore critical issues such as humanity’s relationship with the Earth, the impact of industry on sustainability, and the hopes and fears for future generations. The artworks span a variety of media, including painting, photography, video, and mixed- media installations. Through their art, the artists highlight urgent global issues, offering creative solutions and raising awareness about the challenges of our times. The regional winners were selected by a distinguished panel of business and creative leaders from M&C Saatchi Group, along with esteemed guest judges from the arts and creative sectors.

Ryan Reed, Chief Creative Officer, M&C Saatchi Middle East, comments, “Hiba Baddou’s short film ‘Paraboles’ is an extraordinary exploration of personal and collective identity, belonging and hope. By holding a mirror to society, she invites viewers to reflect on the complexities of the human experience and the challenges many communities worldwide face today. Through this moving and visually striking work, Hiba inspires us and is a deserving winner of this year’s Art for Change Prize.”

As we enter 2024, the world is confronted by a waning sense of optimism, with urgent social, political, and economic issues front of mind for people around the globe. So, what can we do to build a more optimistic vision of tomorrow’s world? This year’s prize invited emerging artists to tackle the world’s most pressing issues and act as a beacon of hope in pursuing a better tomorrow. The overall winner and shortlisted regional winners’ work is on exhibit at the Saatchi Gallery until 12 January 2025.

Justine Simons OBE, Deputy Mayor for Culture and the Creative Industries and Art for Change Prize Chair of Judges, said: “Hiba Baddou is a worthy winner of this year’s Art for Change Prize. Hiba’s powerful film, ‘Paraboles’, is epic and intimate. It is a visually stunning journey from the humble couscous pot to a vast celestial desert landscape. A family’s longing to explore other worlds while honoring local roots and cultures. As Chair of Judges this year, it was a privilege to see so many outstanding and moving projects worldwide, raising awareness of the global challenges we face together.”

Paul Foster, Saatchi Gallery Director, adds: “The winning work by Hiba Baddou is a consummate piece of filmmaking exploring big ideas in an enthralling and innovative way. Hiba has produced a high-quality film that blends sci-fi aesthetics with social commentary. It is a disarmingly impactful work that encourages viewers to reflect on what is important in life and embrace a positive future.”