{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"INCLUSIVE DESIGN","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LANDOR, DUBAI","is_link":false},{"keyword":"TITLE","content":"THE COOLEST IHRAM","is_link":false},{"keyword":"BRAND","content":"SAUDIA","is_link":false},{"keyword":"ADVERTISER","content":"SAUDIA","is_link":false},{"keyword":"AGENCY","content":"LANDOR, DUBAI","is_link":false},{"keyword":"GLOBAL CHIEF STRATEGY & INNOVATION OFFICER","content":"LUC SPEISSER","is_link":false},{"keyword":"GLOBAL EXECUTIVE STRATEGY DIRECTOR","content":"ANNA KOHL","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"TEEMU SUVIALA","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"TRISTAN MACHEREL","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"JEA HYUN","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"FILIZ CIFTCI","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"NARIMAN GAMAL","is_link":false},{"keyword":"MARKETING COMMUNICATION DIRECTOR","content":"MARINA NEMCHINA","is_link":false},{"keyword":"STRATEGY DIRECTOR","content":"OLIVER RONALDSON","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"SOFIENE EL KEBIR","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"Saudia, the Kingdom’s national airline and the world’s leading pilgrim carrier, built its brand on the promise Welcome to Our Future combining genuine Arabian hospitality and forward-looking innovation. Each year, millions of pilgrims travel to Makkah, walking up to 60 kilometers in temperatures exceeding 51°C making heatstroke a serious health risk, especially for the elderly. \r<br> \r<br>Our idea was to transform the ihram, the garment pilgrims must wear, into a protective shield without altering its appearance. In collaboration with textile engineers, we developed The Coolest Ihram, an invisible innovation crafted from patented cooling fabric that lowers body temperature by up to 2°C, it’s like 3 fans constantly blowing at you.  \r<br>\r<br>During 10 days around Hajj 2025 only, The Coolest Ihram generated over 100 million impressions, delivered a 20% uplift in positive sentiment, and received historic official endorsement from the Ministry of Hajj, which requested its inclusion in all Hajj packages sold via Nusuk, the Kingdom’s government-backed pilgrimage platform.\r<br>","is_link":false}],"files2":[{"name":"DE23_006.mp4","type":"mp4"},{"name":"DE23_006_DI01L.jpg","type":"jpg"}],"count":2}