"The Unstainable Thobe"
Client: Heinz
Agency: Wunderman Thompson, Dubai
Role: Video Editor, Concept Development, Colour
In a region where cultural relevance is key to building preference and trust, we saw an opportunity to bring Heinz—an iconic global brand—closer to Arab audiences by celebrating local traditions and values.
Food plays a central role in the region’s culture, but enjoying it often comes with an unspoken tension—keeping the traditional white thobe spotless. For a community that demonstrates courage in so many aspects of life, a fear of ketchup stains just didn’t add up.
Agency: Wunderman Thompson, Dubai
Role: Video Editor, Concept Development, Colour
In a region where cultural relevance is key to building preference and trust, we saw an opportunity to bring Heinz—an iconic global brand—closer to Arab audiences by celebrating local traditions and values.
Food plays a central role in the region’s culture, but enjoying it often comes with an unspoken tension—keeping the traditional white thobe spotless. For a community that demonstrates courage in so many aspects of life, a fear of ketchup stains just didn’t add up.
Heinz and Wunderman Thompson Dubai reimagined one of the Gulf’s most iconic garments, the white thobe, as a stain-proof outfit. Designed to let men enjoy their favorite dishes—with all the Heinz ketchup they want—this innovation eliminated the worry of spills and stains.
The ‘Unstainable Thobe’ campaign took on the challenge of preserving the elegance of the white thobe while empowering people to enjoy food fearlessly. Local tailors, designers, and textile makers collaborated for months to develop a high-tech protective fabric that repelled ketchup stains, blending tradition with innovation.
The ‘Unstainable Thobe’ campaign took on the challenge of preserving the elegance of the white thobe while empowering people to enjoy food fearlessly. Local tailors, designers, and textile makers collaborated for months to develop a high-tech protective fabric that repelled ketchup stains, blending tradition with innovation.
Within days, the campaign earned millions of impressions and widespread media attention. More than just buzz, the ‘Unstainable Thobe’ strengthened Heinz’s cultural connection with local audiences, driving brand love, affinity, and relevance across the region.
Awards & Recognition
LÜRZER’S ARCHIVE
Issue 2-2023: The Unstainable Thobe – Print (3x)
Issue 3-2022: The Unstainable Thobe – Film (1x)
Issue 2-2023: The Unstainable Thobe – Print (3x)
Issue 3-2022: The Unstainable Thobe – Film (1x)
Cannes Lions 2023 (Shortlist)
Social & Influencer – Culture & Context (The Unstainable Thobe)
Social Engagement (The Unstainable Thobe)
Brand Experience & Activation (The Unstainable Thobe)
Social & Influencer – Culture & Context (The Unstainable Thobe)
Social Engagement (The Unstainable Thobe)
Brand Experience & Activation (The Unstainable Thobe)
D&AD 2023 (Shortlist)
Commerce Cultural Experience (The Unstainable Thobe)
Clio Awards 2023 (Bronze)
Product Design (The Unstainable Thobe)
Commerce Cultural Experience (The Unstainable Thobe)
Clio Awards 2023 (Bronze)
Product Design (The Unstainable Thobe)
One Show 2023
Merit Award – Print & Promotional/Physical Products (The Unstainable Thobe)
Merit Award – Print & Promotional/Physical Products (The Unstainable Thobe)
Shortlist –
Cultural Driver / Popular Culture Impact
Social Media Post – Single
IP & Product Design – Physical Product (In-Market)
Public Relations – Community Building
Social Media – Active Engagement / Call to Action
Cultural Driver / Popular Culture Impact
Social Media Post – Single
IP & Product Design – Physical Product (In-Market)
Public Relations – Community Building
Social Media – Active Engagement / Call to Action
Dubai Lynx 2023
Grand Prix – Brand Experience & Activation (The Unstainable Thobe)
Silver –
Brand Experience & Activation
Creative Strategy
PR – Consumer Goods
Bronze – PR – Consumer Goods
Shortlist –
Single Market Campaign
Social & Influencer
Direct – Social Behaviour & Cultural Insight
Direct – Market Disruption
Grand Prix – Brand Experience & Activation (The Unstainable Thobe)
Silver –
Brand Experience & Activation
Creative Strategy
PR – Consumer Goods
Bronze – PR – Consumer Goods
Shortlist –
Single Market Campaign
Social & Influencer
Direct – Social Behaviour & Cultural Insight
Direct – Market Disruption
Epica Awards 2023 (Silver)
Food (The Unstainable Thobe)
Food (The Unstainable Thobe)
Unstainable Thobe | Role: Concept, Editor | Year: 2023 |
At: Wunderman Thompson, Dubai
With: Tiago Bastos, Pablo Dachefsky, Jericho Dizon, Marcelo Zylberberg, Aashim Kadayikkal.
Winner of Dubai Lynx Grand Prix 2023
At: Wunderman Thompson, Dubai
With: Tiago Bastos, Pablo Dachefsky, Jericho Dizon, Marcelo Zylberberg, Aashim Kadayikkal.
Winner of Dubai Lynx Grand Prix 2023