2022 Winners & Shortlists

Why is this work relevant for Creative Strategy?

Castrol wanted to shift people’s perceptions of mechanics in the UAE, honoring their contribution to society and allowing them to feel appreciated and included. By using an iconic landmark, The Dubai Frame, Castrol developed an Instagram AR filter experience that showed mechanics in a way they had never been portrayed before. Castrol became the first brand to shed light on the perception of such workers in our region by uniting technology, innovation and the power of the brand through this activation. Castrol wanted people to appreciate mechanics for who they truly are. Everyday heroes who help us to stay safe.

Background

Mechanics play a massive role in our society. They keep our commutes safe and always come to the rescue whenever there is an emergency. However, they FEEL unappreciated and looked down upon. Their efforts go unnoticed. Their humanity, hopes, and dreams – unseen. Castrol believes that they deserve better and wanted people to see them as the true heroes they are for keeping our cities moving and safe on the road. So, Castrol needed to find a way to get society to “see” and appreciate people who have long been ignored. With Portraits of Change, we proved that they’re more than just mechanics. They’re incredible people with stories of hope, dreams, and honest work that affects us all --- and we showed it to everyone.” So, we ask you, who else deserves to be seen?

The Interpretation of the Challenge (30% of vote)

Problem: Mechanics play a massive role in our society, however, they are unseen and unappreciated members of society. Human truth & opportunity: There’s a social segregation towards blue-collar workers. It’s a behavior that’s entrenched in everyday life. The good news is that is deprived from malice, which shows us an opportunity to influence and pivot for better. Key proposition: Get our target audience to see mechanics for their efforts, and celebrate them as the heroes who keep our cities moving and safe. Brand Values: Castrol stands for “it’s more than just oil. It’s liquid engineering”. Castrol wanted to show they’re more than just mechanics, they’re everyday heroes. We targeted Males and Females living in Dubai, (18-65+) with interests across automotive, lifestyle, entertainment, and cars (Luxury and sports). Targeting the high-end class who may overlook the blue-collar class, and those with interest in lifestyle and entertainment – looking for new experiences.

The Insight / Breakthrough Thinking (30% of vote)

Based on years in the industry and strong relationship with their employees and mechanics in the region, Castrol has identified the problem: Mechanics play a massive role in our society, however, they are often unseen and unappreciated members of society. Castrol wanted to turn this insight into meaningful change. During a client/agency collab session to tackle the brief, the team debated the different ways the public usually shows appreciation for those who accomplish great things. Traditionally, heroes and royal figures in the region are honored through public portraits. This observation sparked the breakthrough campaign idea – what if we hacked The Dubai Frame to feature these mechanics showing them our appreciation and respect for what they do and who they are in a way that’s never been done before?

The Creative Idea (20% of vote)

Castrol wanted people to “see” and appreciate mechanics for who they truly are. To do so, Castrol commissioned well renowned artist and photographer, Marta Lamovsek known for her portrait style photography that turns any subject into a majestic and powerful icon, to produce portraits of seven local mechanics and show them as the real heroes they are. We took mechanics from being unseen, to being seen on the biggest frame in the world THE DUBAI FRAME. An augmented reality photo exhibit took place(Titled: Portraits of Change), paying tribute to the people whose work keeps us moving and safe on the road. The experience also ended up giving a purposeful use to a magnificent frame that is, well, empty! The exhibition launched with media and social influencers, who simply had to use the Instagram AR filter on our page… and see the Dubai Frame fill up for the first time ever!

The Outcome / Results (20% of vote)

Business Impact: Castrol has garnered positive brand recognition in the news for their work in shedding light on mechanics, being featured in 2 industry (Campaign ME,Little Black Book), daily news (Gulf News) and 2 automotive articles (Tires and Parts, AutoDrift). Engagement: Total: 1,668,895 Social Media: 1,096,646* Actions include: Shares, Reaction, saves, comment, page likes/follows, post interactions, video plays, photo views and link clicks. Influencer: 572,249* This includes likes, comments, shares, etc. Impressions: Total: 7,148,042 PR: 510,000 Social Media: 6,368,928 Influencer: 269,114 Change in Behaviour: +72% in public awareness, people were able to view mechanics in a new way and strike up a conversation about how we perceive these workers and make them feel more appreciated for their work.

Please tell us how the brand purpose inspired the work

The brand stands for “It’s more than just oil.”. The brand embodies this purpose through all aspects of their business. In the case of mechanics, the same applies, the brand goes beyond caring for mechanics through traditional employee engagement and incentives across owned and local workshops. It wanted to show mechanics that they recognize and appreciate their role within society. This sentiment and the care the brand has for mechanics inspired the brief and campaign executed. Castrol wanted to show they’re more than just mechanics, they’re everyday heroes.