Castrol Lubricants celebrates UAE mechanics in world's biggest frame

Castrol’s “Portraits of Change” has shifted the perception around unsung heroes Mechanics’ portraits ‘hung’ in The Dubai Frame – the world’s biggest picture frame.

Castrol Lubricants in the Middle East have taken UAE mechanics from being unsung heroes, whose positive contributions often went unseen, to being visible 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 through innovative digital marketing.

Often underappreciated as key facilitators of a thriving infrastructure, Castrol invited mechanics to share their stories, allowing people to ‘see’ them in an all-new light. Castrol encouraged the mechanics to showcase their personality and passion by giving an insight into their hopes and dreams in a series of powerfully stunning portraits. 

Initially revealed on social media, the stunning photographs were 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 Abdul Rahman, a car mechanic in UAE. He also added that Castrol Lubricants is the first brand that has commended their work.

 Moreover, his fellow mechanic Jahangir Khan said, "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."  

The portraits were available for everyone to view, simply by scanning a QR code… Location triggered AR filter / QR code!  “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. If that’s not worth celebrating, we don’t know what is!” Social media influencers commented on the campaign

During the campaign, Castrol partnered with Influencers, media, and more importantly consumers to continue the conversation on social media, posting the mechanics portraits, and treating 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. 

Changing how people see these mechanics, forever!