2022 Winners & Shortlists

PORTRAITS OF CHANGE

BrandCASTROL
Product/ServiceCASTROL MAGNATEC
EntrantVMLY&R Dubai, UNITED ARAB EMIRATES
CategoryUse of Ambient Media: Large Scale
Idea Creation VMLY&R Dubai, UNITED ARAB EMIRATES
Media Placement MIRUM Dubai, UNITED ARAB EMIRATES
PR STICKY GINGER FZ LLC Dubai, UNITED ARAB EMIRATES
Production VMLY&R Dubai, UNITED ARAB EMIRATES
Production 2 ICONBOOTH Dubai, United Arab Emirates, UNITED ARAB EMIRATES
Production 3 NOTAMEDIA SOFTWARE DESIGN Dubai, UNITED ARAB EMIRATES
Production 4 EVENT IMAGES Fujairah, UNITED ARAB EMIRATES
Production 5 MARKETING & ADVERTISING SUPPORT SERVICES Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

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 The Dubai Frame, Castrol developed an Instagram AR experience that showed mechanics in a way they had never been portrayed before. The Instagram AR feature was launched at a live event, expanding then across multiple social media channels driving true engagement and reach. 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 all-around campaign.

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?

Describe the creative idea (30% 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!

Describe the strategy (20% of vote)

The problem: Mechanics play a massive role in our society, however, they are often 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 it for better. Human insight: Society traditionally overlooks mechanics for their work and their impact in keeping our roads safe. 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. 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 experiences.

Describe the execution (20% of vote)

Pre-Event: To build hype on 12/01/2022, we posted across social media platforms, an invite of the first ever Dubai Frame Photo exhibit, “The Portraits of Change” . Event: On 14/01/2022, Castrol invited automotive and lifestyle influencers to attend an exclusive unveiling in Zabeel Park. When arriving, they were met with a team that guided them to the location to view the exhibit. Not knowing what they were about to see, each influencer scanned a QR code, pointed their cameras at the Dubai Frame, and saw seven AR portraits, each unveiling the men behind the portraits. Only then, to find out that these are mechanics. Influencers were moved, and shared their experiences with their 8.5Million followers. Post-Event: Through social media platforms, we continued the conversation, unveiling our portraits and behind-the-scenes videos of the-making-of our portraits - each with an intimate look at a person our audience had never seen before (16/01/2022).

List the results (30% of vote)

Business Targets: Castrol wanted to make a positive change by increasing public awareness and appreciation of mechanic’s hard work. With the ultimate goal of ensuring that mechanics feel appreciated. Reach: 2,534,712 Impressions: Total: 7,148,042 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. 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.

Credits

Name Company Role
Manuel Borde VMLYR Commerce Creative Lead
Oswaldo Sa VMLY&R Commerce Creative
Leila Katrib VMLY&R Commerce Creative Director
Stephany Raad VMLY&R Commerce Art Director
Challita Challita VMLY&R Commerce Art director
Ahmed Samir Salama VMLYR Commerce Copy Writer
Lucas Pimenta VMLY&R Commerce Motion Graphic Designer
Ziad El Kurdi VMLY&R Commerce Copy Writer
Shyju Kandi VMLY&R Commerce Design/Artwork
Sachin Mendonca VMLY&R Commerce Strategy
Fabio Medeiros VMLYR Commerce Strategy
Ginny Kemp-Taylor VMLYR Commerce PR
Maha El Hawari VMLY&R Commerce Account Management
Rola Al Badran VMLY&R Commerce Account Management
Reem Sabbagh VMLY&R Commerce Account Management
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