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VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

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Castrol Portraits of Change by VMLY&R COMMERCE MENA

February 28, 2022 | 2 min read

Castrol Middle East has taken UAE mechanics from being unsung heroes, whose positive contributions often go unseen, to being seen 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 conceptualized and brought to life in partnership with VMLY&R Commerce.

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

Initially revealed on social media with the help of supportive influencer partners, the stunning photographs are now being 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 Muhammad Sudheer, a mechanic in Dubai. "Castrol lubricants is the first brand that has done that."

Fellow mechanic Farid Ahmed added: "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."

Farid AhmedAjoy KallenMohammad AsilMuhammad SudheerNaveed JumaSalahuddin Syed ServerMohamed Iftekar

Residents and tourists can view the enlightening portraits by visiting The Dubai Frame and using the Portraits of Change Instagram filter by scanning the QR code on-site and viewing the filter demo on the @castrolmiddleeast Instagram page starting January 14th, 2022.

Join the conversation using #PortraitsOfChange and tagging @CastrolMiddleEast.