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Category
Products
Annual ID
OS24_HW041M
About the Work
ProtecTasbih is the world’s first sanitizing prayer beads.
Knowing that every pilgrim carries prayer beads (or Tasbih) in hand, we knew that would become the perfect opportunity for us to put health & safety right in pilgrims’ hands. By creating sanitizing prayer beads, we would incorporate hygiene seamlessly into religious tradition, without disrupting their journeys.
Religious limitations meant alcohol and artificial fragrance could not be used. So an all-natural organic compound was innovated, encapsulating the anti-bacterial properties of tea tree oil.
The tea tree oil was infused into a semi-solid compound, and upon rubbing the beads, the antibacterial residue that the beads provide ruptures the membrane of the bacteria, killing the germs.
The semi-solid compound was designed to last two weeks, the maximum length of a pilgrimage. After the compound is used up, inner beads are revealed for life-long use. The beads are 100% recyclable, and create zero waste.
CULTURAL BACKGROUND
Hajj & Umrah are mandatory Islamic pilgrimages that witness millions of Muslims traveling to Mecca from around the world. With over 2 million pilgrims gathered in one place, Islamic pilgrimages are the biggest and densest human gatherings in the world.
This means disease and infection spread extremely easily. Over 60% of pilgrims fall ill due to contact, according to the WHO. And elderly pilgrims see a 40% risk of death due to infection according to the Journal of Infection & Public Health.
Dubbed the ‘Hajj Cough’, this global phenomenon is a worldwide public health challenge, and is known to be an inevitable illness if hygiene practices are not taken seriously.
Due to Islamic law, products containing alcohol, artificial fragrance, or animal products cannot be used or carried in pilgrimage, meaning there is a dire need for innovative all-natural solutions for sanitization.
Muslim pilgrims carry with them prayer beads, also known as "tasbih". They use these prayer beads to count 99 prayers - with each tasbih carrying either 33 or 99 beads.
Knowing that every pilgrim carries prayer beads (or Tasbih) in hand, we knew that would become the perfect opportunity for us to put health & safety right in pilgrims’ hands. By creating sanitizing prayer beads, we would incorporate hygiene seamlessly into religious tradition, without disrupting their journeys.
Religious limitations meant alcohol and artificial fragrance could not be used. So an all-natural organic compound was innovated, encapsulating the anti-bacterial properties of tea tree oil.
The tea tree oil was infused into a semi-solid compound, and upon rubbing the beads, the antibacterial residue that the beads provide ruptures the membrane of the bacteria, killing the germs.
The semi-solid compound was designed to last two weeks, the maximum length of a pilgrimage. After the compound is used up, inner beads are revealed for life-long use. The beads are 100% recyclable, and create zero waste.
CULTURAL BACKGROUND
Hajj & Umrah are mandatory Islamic pilgrimages that witness millions of Muslims traveling to Mecca from around the world. With over 2 million pilgrims gathered in one place, Islamic pilgrimages are the biggest and densest human gatherings in the world.
This means disease and infection spread extremely easily. Over 60% of pilgrims fall ill due to contact, according to the WHO. And elderly pilgrims see a 40% risk of death due to infection according to the Journal of Infection & Public Health.
Dubbed the ‘Hajj Cough’, this global phenomenon is a worldwide public health challenge, and is known to be an inevitable illness if hygiene practices are not taken seriously.
Due to Islamic law, products containing alcohol, artificial fragrance, or animal products cannot be used or carried in pilgrimage, meaning there is a dire need for innovative all-natural solutions for sanitization.
Muslim pilgrims carry with them prayer beads, also known as "tasbih". They use these prayer beads to count 99 prayers - with each tasbih carrying either 33 or 99 beads.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett KSA / Jeddah
Saatchi & Saatchi ME / Dubai
PR / Marketing Agency
MKV Digital / Dubai
Production Company
Aetha Design / Poole
D&F Labs / Dubai
DejaVu / Dubai
Liwa Content Driven / Dubai
Chief Creative Officer
Sebastien Boutebel
Chief Strategy Officer
Tahaab Rais
Copywriter
Khalid Maina
Shaikhah Al-Otaibi
Hanaa Ayyad
Creative Director
Hagall Muniz
Kelly Tomes
Rita Harbie
Yasmin Sindi
Motion Designer
Joao Xavier
Producer
Jessica Pereira
Founder & Creative Director
Tom Parsons
Founder & Executive Producer
Manasvi Gosalia
Sagar Rege
Group Chief Marketing Officer
Khaled Tash
Senior Designer
Mario Abdallah
Senior Producer
Aly El Esseily
Omar Gamal
Shweta Sandeep
Associate Production Director
Joumana Haddad
Business Director
Makram Khatib
Business Lead
Samir Antoun
Chief Executive Officer
Bassel Kakish
Director - PR, Comms & Influencers
Shafaq Tariq
Waqas Basharat
Founder
Shamsher Walia
GM, Brand & Marketing Communications
Shukri Aljudaibi
GM, Communications & Media Affairs
Abdullah Alshahrani
Head of Production
Shereen Mostafa
Manager Sponsorships & Exhibitions
Ziad Alghanmi
Manager, Marketing Communications
Raad Alghuraybi
Managing Director
Asiya Ali
Marketing Advisor
Waseem Massis
Product Consultancy
Tahaab Rais
Senior Manager
Julia Masri
Senior Product Designer
Michael O'Driscoll
Senior Specialist
Abdulrahman Alamri
VP Marketing
Essam Akhonbay
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