The Unstainable Thobe
Award: Shortlist
Shortlist / Commerce / Cultural Experience / 2023
Wunderman helped Heinz to resonate with customers in the UAE by tapping into a key tension during food consumption. The agency turned one of the most iconic pieces of clothing in the Arabian Gulf – the white thobe – into an unstainable outfit that allows men to enjoy their favourite dishes with all the Heinz ketchup they want. The Unstainable Thobe campaign takes on the challenge of solving the dilemma of how to keep your thobe impeccably white and enjoy food fearlessly. Local tailors and textile makers worked together to create this innovative fabric.