Unseen Potential: Elevating the unseen potential and pride of every single mechanic who took part, we helped them inspire a much wider audience to realize their unseen potential too. And created truly unique way for a brand to lift not just their people, but the business and society as well. Al Tayer Motors is an established dealership and servicing specialist in the UAE, operating since 1982. While it is known for its car brands, and is a known dealership, its brand and corporate image hasn’t been top-of-the-charts. With “Unseen Potential”, Al Tayer Motors, in the UAE, has owned recycling of automotive spare parts in a distinctive and meaningful manner, and stood out. The dealership and the agency created a sustainable platform converting wasted spare parts from cars into beautiful art pieces, using the talents of the dealership’s blue-collar and factory workers. In recognizing the unseen potential of Al Tayer Motors’ workers, they also recognized the unseen potential of spare parts and avoiding throwing away their second life, giving both, the workers and the spare parts, a new life.
AGENCY: FP7/DXB Dubai
CLIENT: Al Tayer Motors
EXECUTIVE CREATIVE DIRECTOR: Oliver Robinson
REGIONAL HEAD OF STRATEGY: Tahaab Rais
SENIOR ART DIRECTOR: Wayne Esslemont
SENIOR COPYWRITER: Sheldon Serrao
CONTENT CREATOR: Karien Mulder