Portraits of Glory

Research revealed that most mechanics felt unfulfilled, unrecognized, and under appreciated. Their trade was just a job, with minimum opportunities to develop a sense of pride.

This lack of self-esteem & pride led to a diminished drive to champion Castrol to end-users and a lower willingness to deepen their relationship with the brand offline & on its app.

As monetary incentives were forbidden, we sought to incentivize top Castrol partners on ZOOM, with a reward that elevates the status beyond "mechanics", rather as heroes they are & “Castrol Ambassadors”. The first token of achievement they can proudly share & strive for.

“Portraits of Glory” sought to turn Employee of the Month programs from a meaningless accolade into a life changing experience which inspired mechanics to achieve more for the brand. Castrol’s initiative challenged the category's status quo of loyalty programs by providing loyal high-performance mechanics on Castrol’s ZOOM app with a once-in-a-lifetime experience they can proudly share with their peers, communities and loved ones back home. By partnering up with renowned photographer Marta Lamosvek and the Dubai Frame, Castrol elevated the status of mechanics and immortalized the heroes beneath the overalls to inspire others to achieve more for the brand.