Unseen Potential|短视频|广告营销案例【ADGuider广告指南】

看不见的潜力

案例简介：阿联酋的 Al Tayer Motors 凭借 “看不见的潜力”，通过其机构 FP7/Dubai，以独特而有意义的方式拥有汽车零部件的回收，并脱颖而出。经销店和代理公司利用经销店蓝领和工厂工人的才能，创造了一个可持续的平台，将汽车中浪费的备件转化为美丽的艺术品。在认识到备件的看不见的潜力并避免扔掉他们的第二次生命时，这个平台也帮助认识到 Al Tayer motors 工人看不见的潜力，给他们新的生活。316 名蓝领工厂工人在 2 个月的业余时间，每周在 86 个团队中工作 6 小时，创作回收艺术的杰作。整个旅程是通过 “制作” 视频记录的，这些视频作为视频邀请分发给 Al Tayer motors 的客户。阿联酋通过无声拍卖向富裕的汽车买家推销和出售这些艺术品。杰出的媒体、有影响力的人物和富裕的个人被邀请参加这次展览。回收工艺的艺术品陈列在设计精美的面板上，上面写着关于它们的故事。这些作品的创作者也出席了展览。这些作品也在网上投标的微型网站上展出。展览的所有收入都给了创造艺术的工人。我们继续把他们放在聚光灯下。“操作视频” 展示了工人和备件的看不见的潜力，工人们解释了他们让他们美丽的艺术发生的过程。工人们在阿联酋主要大学的教室里为设计和创造力的学生讲课。工人们还通过旨在引导囚犯看不见的潜力的讲座和研讨会来激励囚犯; 正如我们看到的，他们在研讨会结束时创建了自己的回收艺术。从文化上来说，阿联酋已经变得非常环保，并专注于回收利用，政府和组织正在宣传一些 “绿色” 和 “生态友好” 的倡议。因此，Al Tayer Motors 将 “金属” 与 “自然” 结合的时机和背景是完美的。

看不见的潜力

案例简介：With "Unseen Potential", Al Tayer Motors, in the UAE, through its agency FP7/Dubai, 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 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 6 hours per week, in their spare time, over the course of 2 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 the UAE promoted and sold the art pieces to affluent car buyers, through silent auctions. Prominent media, influential personalities, and affluent individuals were invited to this exhibition. The artpieces of recycled craft were on display with stories about them written on elegantly designed panels. The creators of these pieces were also present at the exhibitions. The pieces were also exhibited on a microsite for online bids. All the earnings from the exhibitions went to the workers who created the art. We continued to put them in the limelight. 'How-to Videos' showcased the unseen potential of the workers as well as of the spare parts, as the workers explained their process to make their beautiful art happen. The workers gave lectures in classrooms across leading UAE universities to design and creativity students. The workers also inspired inmates, through talks and workshops aimed at channeling the unseen potential of inmates too; as we saw them create their own recycled art at the end of the workshops. Culturally, the UAE has become very environment friendly and focused on recycling with several initiatives to "Go Green" and be "Eco Friendly" being propagated by the government and by organizations. So, the timing and context was perfect for Al Tayer Motors to marry 'metal' with 'nature'.