2019 Winners & Shortlists

UNSEEN POTENTIAL

Client/BrandAL TAYER MOTORS
Product/ServiceRECYCLED DESIGN
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategoryDisplays
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

In the Middle East, some workers are seen as commodities. Unimportant. Undervalued. Unnoticed. So, one brand wanted to prove to the world just how unbelievable their staff are. In September 2018 Al Tayer Motors, one of the largest automotive retailers and servicing centres in Dubai showcase the talent hiding unseen, in every one of their garages across the region.? So we came up with the idea of setting them a challenge take the discarded car parts lying around in their workshops and make something amazing from them.

Write a short summary of what happens in the ambient or digital execution or campaign.

Introducing Unseen Potential. Over 316 mechanics at Al Tayer Motors accepted the challenge to create unique pieces of art from spare/waste parts. And they created hundreds of sculptures that wouldn’t look out of place in an art gallery. Then, we arranged for Al Tayer Motors to auction off these art pieces in their showrooms. Each of these were stunning outdoor media and a testament, in and of themselves, for the superior and ingenious craftsmanship of Al Tayer Motors' workers. We also the works to give design lectures in leading UAE Universities to inspire design students. And to prisons in Dubai, to inspire inmates create their own pieces of art. Apart from elevating the unseen potential and pride of every single mechanic who took part, we helped them inspire a much wider audience to realize their unseen potential too; lifting not just the workers, but the business and society as well.

Credits

Name Company Position
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Wayne Esslemont FP7 McCann Dubai Senior Art Director
Sheldon Serrao FP7 McCann Dubai Senior Copywriter
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Karien Mulder FP7 McCann Dubai Content Creator
Karl Uhlemann FP7 McCann Dubai General Manager - Business Unit
Shankar KV FP7 McCann Dubai Account Manager
Maher Dawah FP7 McCann Dubai Arabic Copywriter
Mohamed Hamdan FP7 McCann Dubai Senior Graphic Designer
Amit Borawake FP7 McCann Dubai Retoucher