2022 Winners & Shortlists

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 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.