Labor camps are a constant in UAE’s ever-changing landscape.

Situated on city outskirts, their residents are migrant workers, hailing from India and other parts of South Asia.

They live isolated lives and are known only to the rest of UAE’s residents as the boys in blue, in reference to their uniformly colored overalls.

Perceived as non-descriptor and indistinguishable from one-another, Lipton Ice Tea wanted to change things.

So we created a platform for these workers to rediscover their passions and express their individuality, through a showcase of their talents, long since lost to the travails of life in the camps and distance from their families.

Our team went to major labors camps across Dubai and invited everyone to participate. During this phase, we scouted great amount of talent from drawing, to singing to dancing. We then had Participants train and audition in front of experts before the big night.

After that, our jury experts selected 8 performers who got to showcase their talents live on stage during one night.

Throughout this journey, we received touching testimonials from these labors in which each one described to us how having the chance to express himself again, be it through guitar playing or singing, reminded them of their homes and of those meaningful little gatherings they experienced with their families.

we brought happiness and positivism to thousands of labors across the UAE. After that event, labors now perceive each other differently, hence they got to learn about each other on a deeper level that goes beyond the daily work engagement routine they live in.More than that, Lipton Ice Tea marked their legacy by partnering with a famous graffiti artist who created a memorable piece of art, reminding each and everyone of them to continue expressing themselves in their own way.