2022 Winners & Shortlists

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? Budget: $50,000

Describe the creative idea (40% of vote)

Castrol wanted society to “see” and appreciate mechanics for who they truly are, so we commissioned photographer, Marta Lamovsek known for her portrait-style photography that turns any subject into a majestic and powerful icon – portraying seven of our mechanics as real heroes. Mechanics went 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 mechanics whose work keeps us moving and safe. The exhibition launched with media and social influencers, who used the Instagram AR filter to see The Dubai Frame fill up for the first time! We targeted Males and Females in Dubai, (18-65+) with interest in automotive, lifestyle, entertainment, and cars (Luxury and sports). Targeting the high end class who may overlook the blue collar class, and those with interests in lifestyle and entertainment – looking for new

Describe the execution (40% of vote)

Pre-Event: To build hype, we designed and posted across social an invite of the first Dubai Frame Photo exhibit. The invite was designed to resemble a traditional photo art exhibit invite. Featuring one of the pieces of work with details of the event. Event Day: Automotive and lifestyle influencers were invited attend an exclusive unveiling in Zabeel Park. Not knowing what they were about to see, each influencer scanned a QR code, pointed their cameras at the Dubai Frame, and saw seven animated AR portraits. When each text animation appeared, it explained the man behind each portrait – only then the influencers discovered these were mechanics. Designed to awe our audience and see these mechanics in a different perspective –as heroes. Post-Event: We continued the conversation on social, unveiling our portraits and emotional behind-the-scenes videos – with an intimate look at a person our audience had never seen.

List the results (20% of vote)

Added Brand Value: 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, Auto Drift). 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 Reach: 2,534,712 Cultural Impact: +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.