Al Tayer Mo­tors mar­ries ‘metal’ with ‘na­ture’

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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.

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