2022 Winners & Shortlists

Why is this work relevant for Integrated?

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 initiative was not limited to Instagram, cutting across multiple social media channels and driving 1-2-1 engagement at the Dubai frame itself. 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

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

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. 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 living in Dubai, (18-65+) with interests across, automotive, lifestyle, entertainment, and cars (Luxury and sports cars). We chose these particular target as a two pronged approach – target the high end class who may overlook the blue collar class of society, as well as those with particular interests in lifestyle and entertainment – looking for a new experiences in the City.

Describe the execution

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

Business Targets: Castrol wanted to make a positive change by increasing public awareness and appreciation of mechanic’s hard work. With the ultimate goal 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.