Castrol Lubricants wins 2 Effie (MENA) awards for Portraits of Change to celebrate mechanics
Mechanics get a platform at the world’s largest frame
Image Credit: Supplied
Castrol lubricants gave mechanics in the UAE a unique platform in a new initiative, and gave them the biggest frame in the world – the Dubai Frame – to be seen by all.
It created an augmented reality photo exhibit that pays tribute to the mechanics. During the campaign, Castrol in UAE partnered with influencers, media and consumers to continue the conversation on social media, posting the mechanics portraits and treating our consumers to behind-the-scenes videos of the making of Castrol’s Portraits of Change: each of them an intimate look at mechanics whom our consumers had never truly seen before — forever changing how consumers see these mechanics.