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Unstainable Thobe

The world’s first stain-proof thobe that invites Arabs to eat fearlessly.

INSIGHT

The 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?

IDEA

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 extremely-high temperature.

Credit list for the work

Name: Unstainable Thobe
Agency: Wunderman Thompson Dubai

Chief Executive Officer: Faysal Abdul Malak

Global Chief Creative Officer: Bas Korsten / Daniel Bonner
Chief Creative Officer, MENA: Chafic Haddad
Executive Creative Director, Dubai: Pablo Dachefsky
Creative Director, Dubai: Tiago Bastos
Associate Creative Director: Marcelo Zylberberg
Senior Copywriter: Adham Abdullah
Senior Art Director: Tiago Bastos, Jericho Dizon
Copywriter: Anant Kurup
Editor, Dubai: Avinash Kumar
Motion Designer: Aashim Kadayikkal
Executive Producer, BigFoot: Aly SeifElNasr
Audio production, BKP: Stella Violla
Strategy Director, Dubai: Mona Hassanie
Business Director, Dubai: Irmak Aktas
Senior Account Manager, Dubai: Natalie Michel
Strategist: Ghida Sater
Brand Manager, Heinz: Rita Giannelli