2019 Winners & Shortlists

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.