The Coolest Ihram

Saudia built cooling technology into the traditional Ihram garment worn by Hajj pilgrims while keeping it compliant with religious requirements. More than 14,000 garments were distributed, generating a reported 237 million impressions, and the initiative took a Cannes Bronze in Corporate Purpose and Social Responsibility.

The brief

Hajj pilgrims who must wear the traditional Ihram garment, which Saudia set out to make cooler.

The idea

Saudia built cooling technology into an Ihram that still meets religious rules and handed out over 14,000; it drew 237 million impressions and a Bronze at Cannes for corporate purpose.

What to borrow

Improving a garment the customer is required to wear, within its rules, serves a brand's audience at its most meaningful moment.

Brand	Saudia
Agency	Not named on the source
Talent	Not named
Channels	on-ground, digital
Source	Communicate Online