Al Tayer Motors marries ‘metal’ with ‘nature’
Al Tayer Motors is an established dealership and servicing specialist in the UAE, operating since 1982. While it is reputed for its car brands, and as dealership, its brand and corporate image hasn’t been top-of-the-charts. Therefore, Fp7/dubai was tasked with enhancing this image.the agency came up with a campaign titled “Unseen Potential” focusing on the recycling of automotive spare parts that Al Tayer Motors has always owned in a distinctive and meaningful manner. 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 spare parts and avoiding throwing away their second life, this platform has also helped recognize the unseen potential of Al Tayer Motors’ workers, giving them a new life. 316 blue-collar factory workers worked across 86 teams for six hours per week, in their spare time, over the course of two months to create masterpieces of recycled art.
The entire journey was documented through “making of” videos that were circulated to Al Tayer Motors’ customers as video invites to exhibitions. Exhibitions across Al Tayer Motors showrooms across Dubai and Abu Dhabi promoted and sold the art pieces to affluent car buyers, through silent auctions. All the earnings from the exhibitions went to the workers who created the art.