2019 Winners & Shortlists

ENVIROMAT

Client/BrandAUTOPRO
Product/ServiceAUTOCARE
EntrantTAMRA C2 Dubai, UNITED ARAB EMIRATES
Type of EntryInnovation in Outdoor
CategoryAmbient Outdoor
Idea Creation 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.

Credits

Name Company Position
Leslie Paul Tamra C2 Creative Director
Tameem Sankari Tamra C2 Associate Creative Director
Theo von Aspern Tamra C2 Senior Copywriter
Luan Cesar Dias De Almeida Tamra C2 Art Director
Ravishankar Pottavatri Tamra C2 Designer
Manasvini Rizvi Tamra C2 Group Account Director
Shadi Zantout Tamra C2 Senior Account Manager
Sandip Shivtarkar Feel Productions Executive Producer