|Entrant||TAMRA C2 Dubai, UNITED ARAB EMIRATES|
TAMRA C2 Dubai, UNITED ARAB EMIRATES
Cultural/Context information for the jury.
Dubai is surrounded by desert, resulting in frequent sand storms. It doesn't take long for cars to be covered in a layer of sand. This fact coupled with the progressive, fast-paced lifestyle in the city, means most Dubai residents wash their car twice a month on average.
Write a short summary of what happens in the ambient or digital execution or campaign.
Old tyres were collected from AutoPro and transported to the Gulf Rubber Factory.
They underwent a process called ‘crumbing’ whereby the tyres were mechanically shredded and crumbled into rubber granules, and then pressed into the rubber mat mold.
The EnviroMat was then placed at key AutoPro stations around the region.
The implementation process was simple: the EnviroMat was placed in a fixed position alongside the car wash area (2 mats per car), where patrons could now wipe their feet before entering their clean vehicle.
The pilot initiative was launched on the 17th of January 2019, and after 3 months there are plans to action a full roll-out.
||Associate Creative Director
|Theo von Aspern
|Luan Cesar Dias De Almeida
||Group Account Director
||Senior Account Manager