‘The image of a giant sports shoe to “press” the Acropolis by promotion with drones is yet another sad reminder of the need for clear institutional boundaries and respect for our cultural heritage“PASOK said in a statement.

Its announcement:

The Acropolis, a global symbol of culture and democracy, cannot be treated as a neutral background for commercial uses or “smart” advertising findings. Especially when, according to information, this action was either performed without permission or exploited institutional gaps and incomplete supervision, serious questions are raised about the role and responsibility of the Ministry of Culture.

The choice of the Ministry of Culture to refuse permission for the shooting of internationally acclaimed director George Lanthimos in the same archaeological site makes the issue even more urgent. What is the criterion in the end? The commercial value of the product or the cultural footprint of the creator?

We ask:

  • Immediate and clear information from the Ministry of Culture on whether it was permitted for this action and by which body.
  • The institutional shield of archaeological sites and monuments against their anarchic commercialization.
  • Transparent, unified and meritocratic criteria in evaluating demands for the use of cultural sites – with no exceptions and expediency.

Culture is not a branding tool. It is a matter of identity, memory and democracy.