| Title | Unstainable Thobe (120s) |
| Brief | AN INNOVATIVE PIECE OF CLOTHING THAT SOLVES A CENTURIES-OLD PROBLEM
We partnered with a local tailor to create a new fabric that was sewn according to the traditional ways of the thobe.Together, we developed a nanotechnology coating that was applied directly to the yarn of the thread.The result is a fabric that is not only stain-proof and washable, but also breathable and light - ideal tor the local extremelv-high temberature. |
| Agency |
VML (Wunderman Thompson)
|
| Campaign |
Unstainable Thobe
|
| Advertiser |
Kraft Heinz
|
| Brand |
Heinz
|
| Date of First Broadcast/Publication |
2022 / 9
|
| Business Sector | Food
|
| Story | The world’s first stain-proof thobe that invites Arabs to eat fearlessly.INSIGHTThe thobe is an iconic white garment in the Arabian Gulf region worn by Arab men for centuries. Keeping its pristine white color is a proud tradition passed on through generations.It's no surprise that eating while wearing a thobe can be scary, because a stain on ones tope is a stain on ones pride.Could Heinz, a global brand that encourages eating food carefree, take this opportunity to become locally relevant?IDEAAN INNOVATIVE PIECE OF CLOTHING THAT SOLVES A CENTURIES-OLD PROBLEMWe partnered with a local tailor to create a new fabric that was sewn according to the traditional ways of the thobe.Together, we developed a nanotechnology coating that was applied directly to the yarn of the thread.The result is a fabric that is not only stain-proof and washable, but also breathable and light - ideal tor the local extremelv-high temberature. |
| Media Type |
Case Study
|
| Global Chief Creative Officer |
Bas Korsten
|
| Global Chief Creative Officer |
Daniel Bonner
|
| Regional Chief Creative Officer |
Mena Suvari
|
| Regional Chief Creative Officer |
Chafic Haddad
|
| Executive Creative Director |
Pablo Dachefsky
|
| Head of Strategy |
Mona Hassanie
|
| Creative Director |
Tiago Bastos
|
| Associate Creative Director |
Marcelo Zylberberg
|
| Art Director |
Jericho Dizon
|
| Copywriter |
Anant Kurup
|
| Editor |
Avinash Kumar
|
| Executive Producer |
BigFoot
|
| Executive Producer |
Aly Seifelnasr
|
| Sound Production |
Stella Violla
|
| Sound Production |
BKP
|
| Business Director |
Irmak Aktas
|
| Chief Executive Officer (CEO) |
Faysal-Abdul Malak
|
| Copywriter |
Adham Abdullah
|
| MOTION DESIGN |
Aashim Kadayikkal
|
| Account Manager |
Natalie Michel
|
| Strategist |
Ghida Stater
|