| Brand | CASTROL |
| Product/Service | CASTROL MAGNATEC |
| Entrant | VMLY&R Dubai, UNITED ARAB EMIRATES |
| Category | Ambient Outdoor |
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Idea Creation
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VMLY&R Dubai, UNITED ARAB EMIRATES
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Media Placement
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MIRUM Dubai, UNITED ARAB EMIRATES
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PR
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STICKY GINGER FZ LLC Dubai, UNITED ARAB EMIRATES
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Production
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VMLY&R Dubai, UNITED ARAB EMIRATES
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Production 2
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ICONBOOTH Dubai, United Arab Emirates, UNITED ARAB EMIRATES
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Production 3
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NOTAMEDIA SOFTWARE DESIGN Dubai, UNITED ARAB EMIRATES
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Production 4
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EVENT IMAGES Fujairah, UNITED ARAB EMIRATES
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Production 5
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MARKETING & ADVERTISING SUPPORT SERVICES Dubai, UNITED ARAB EMIRATES
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Cultural / Context information for the jury
Working Class: There are 2.2 Million blue collar workers in the UAE, forming 52% of the workforce and playing a critical role in the country. However, often their hard work is unappreciated.
Royal Figures: Traditionally, heroes and royal figures in the region are honored through public portraits and figures. This idea sparked the insight and breakthrough campaign initiative – what if we hacked The Dubai Frame, the biggest frame in the world, to feature these mechanics workers and appreciate them for their work in a way that no one has done before.
Please outline the innovative elements of the work.
Traditionally, heroes and royal figures in the region are honored through public portraits and figures. This idea sparked the insight and breakthrough campaign initiative – what if we hacked The Dubai Frame, the biggest frame in the world, to feature these mechanics workers and appreciate them for their work in a way that no one has done before. Through the use of augmented reality, we made this possible and honored seven mechanic workers with the biggest public portraits in the world.
Credits
| 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 |
Links
Social Media URL
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Social Media URL
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Social Media URL