A specially commissioned flag bearing the statement Call Mum will be raised on Friday (October 3) from the corner battlement of Cardiff Castle.
It will signify the start of Cardiff Contemporary, an art festival in the Welsh capital.
The iconic image is the creation of exciting Luton artist Dominic Allan who describes it as “an advert of love in the monotony of our daily lives.”
Dominic’s previous work, including a photograph of his dad Jim’s baggy Y-fronts drying on a radiator, was showcased at the Saatchi Gallery in New Order: British Art Today.
He’s now turning his attention to his 71-year-old mother Kay who was a member of the 1960s girl group The Mysteries. They were signed to Decca Records alongside Lulu and Marianne Faithfull.
Dominic said: “I ring my Mum twice a week but I always have to write a note to remind myself.
“This work started out personal but it’s not particularly to my Mum, it’s universal. Hopefully it will trigger positive responses and create conversations among people as they consider what it means to them.
“I’m intrigued to find out where it can go.”
> More more information visit www.locwsinternational.com/