19 January 2022; Dubai, UAE: Castrol Middle East has taken UAE mechanics from being unsung heroes, whose positive contributions often go unseen, to being seen on the biggest frame in the world. Celebrating the vital work of UAE mechanics to keep drivers and passengers safe on our roads, ‘the world’s largest’ portrait exhibition at The Dubai Frame, “Portraits of Change” was conceptualised and brought to life in partnership with VMLY&R Commerce.
Often underappreciated as key facilitators of a thriving infrastructure, Castrol invited seven Dubai mechanics to share their stories, allowing people to ‘see’ them in an all-new light. Partnering with renowned photographer, Marta Lamovsek, Castrol encouraged the mechanics to showcase their personality and passions, giving an insight into their hopes and dreams in a series of powerfully stunning portraits.
Initially revealed on social media with the help of supportive influencer partners, the stunning photographs are now being proudly displayed in none other than the world’s biggest frame – The Dubai Frame – a fitting tribute that acknowledges how vital mechanics are to our society.
“Like any other job, we want our efforts to be appreciated,” said Muhammad Sudheer, a mechanic in Dubai. “Castrol lubricants is the first brand that has done that.”
Fellow mechanic Farid Ahmed added: “Seeing my portrait on the biggest frame in the world, it’s amazing! Especially because people rarely see what we do. People rarely see us.”
Farid Ahmed
Ajoy Kallen
Mohammad Asil
Muhammad Sudheer
Naveed Juma
Salahuddin Syed Server
Mohamed Iftekar
Residents and tourists can view the enlightening portraits by visiting The Dubai Frame and using the Portraits of Change Instagram filter by scanning the QR code onsite and viewing the filter demo on the @castrolmiddleeast Instagram page starting January 14th, 2022.
Leila Katrib, Creative Director at VMLY&R Commerce commented on the campaign: “The moment mechanics put on their overalls, it’s almost like they become invisible to society… and our brief was to celebrate them and their efforts. So how do we change society’s perception from mechanics being unseen to seen? We looked at the biggest frame in the world — and we redefined how people view it. And we turned portraits of mechanics to portraits of glorified heroes for the world to see.”
Every time we’re on the road, there was a mechanic somewhere who had a hand in us arriving safely to our destination. They quite literally keep cities moving. They’re real heroes.”
Join the conversation using #PortraitsOfChange and tagging @CastrolMiddleEast. Find out more @VMLYRCommerce_MENA.
