Always - "The Not Hot Periodwear Collection"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Lebanon

Awards

1230

Brand: Always
Country: Lebanon

Advertiser: Procter & Gamble

Title	The Not Hot Periodwear Collection
Agency	H&C Leo Burnett Beirut
Campaign	The Not Hot Collection
Advertiser	Procter & Gamble
Brand	Always
Date of First Broadcast/Publication	2022 / 9
Business Sector	Sanitary Towels
Philosophy	In the hottest place on earth, Always x Nasiba Hafiz have launched the world’s ‘coolest’ fashion collection. Always has teamed up with Saudi fashion designer Nasiba Hafiz to launch a heat-resistant fashion collection in Jeddah, Saudi Arabia, where temperatures often soar above 45 °C (113 °F) in summer. To beat the heat in style, Always x Nasiba Hafiz have unveiled The Not Hot Collection – the world’s first designer period wear inspired by Always Cool & Dry, a product that keeps women feeling cool on their periods by keeping moisture away from their skin. Hafiz is one of Saudi Arabia’s most progressive fashion designers whose daring fabrics, vibrant colours and delicate tailoring are changing the way the world sees Saudi fashion. Flowing, comfortable and timeless, her clothes are created with the region’s intense heat and humidity in mind, making her the perfect collaborator for the Not Hot Collection. The collection is made using Cool & Dry performance fabric, and features the same soft, tactile mini perforations as the surface of the Always Cool & Dry pad to keep moisture and heat away from skin. The Not Hot Collection features pops of colour, breezy shapes, and lightweight layers. It marries style with function: think bike shorts that sit beneath a flowy dress, fusing comfort with femininity; or driving gloves that protect against searing-hot steering wheels – all the essentials that women in the Gulf need to not be hot on the hottest days of the year. In Saudi Arabia, summers are notoriously intense with daytime temperatures exceeding 100 °F (38 °C) from June to August in almost all of the country – and that’s in the shade. In the desert, temperatures frequently rise as high as 130 °F (55 °C) in summer. Always x Nasiba Hafiz’s Not Hot Collection is selling via a pop-up concept store in Jeddah and via https://nasibahafiz.com/
Media Type	Case Study
Length	122 seconds
Market	Saudi Arabia
Campaign Supervisor	Malek Ghorayeb
Creative Lead	Natasha Maasri
Chief Executive Officer (CEO)	Bassel Kakish
Chief Strategy Officer	Tahaab Rais
Business Lead	Youssef Naaman
Design Lead	Emma Mouradian
Lead Copywriter	Lama Bawadi
Lead Copywriter	Pia Haddad
Account Management Lead	Lana Khayat
Digital Strategy Lead	Orson Baz
Content Writer & Content Creation	Marianne Hassoun
Designer	Charbel Saliba
Digital Strategy Co-lead	Yasmine Abou Hamdan
Account Management Lead	Fadi Bustros
Strategy Lead	Manal Khater
Account Executive	Melanie Tohme
Lead Agency Producer	Shereen Mostafa
Agency Producer	Nicolas Balaa
Media Strategy Co-lead	Lynn Salha
Media Strategy Co-lead	Maya Mahfouz
Media Strategy Lead	Michel Mrad
Media Agency	Starcom Beirut
Executive Producer	Puja Chatterjee
Executive Producer	Nishqa Pillai
Production Company	Liwa Content.Driven
Line Producer	Chadi Douglas
Director of Photography (DOP)	Abdullah Chamsi Basha
Editor	Nathalie Moussa
Editor & Sound Design	Nikhil Soman
Editor & Sound Design	Muhammad Shoaib
PR Agency	ITP PROMEDIA
PR Agency	PUBLSH
PR Agency	Choueiri Group
PR Agency	MSL