brrr° clients Saudia Airlines and Landor have won a Bronze Award at the Cannes Lions International Festival of Creativity for The Coolest Ihram!
The Coolest Ihram innovation received a Bronze Award in the Social Responsibility category, recognizing the creative concept and its impact on pilgrims who are making religious journeys in intense heat and extreme weather conditions.
The Coolest Ihram began with a simple idea: how could one of the world’s largest airlines care for pilgrims beyond the flight?
The answer was a collaborative innovation to re-engineer the traditional Ihram using advanced brrr° cooling technology, just in time for the 2025 Hajj pilgrimage.
Made with our patented blend of brrr° natural cooling minerals plus active wicking and rapid drying technologies, The Coolest Ihram helps protect pilgrims in the extreme heat and sun during one of the most physically demanding journeys on earth.
During Hajj in the middle of Saudi summer, temperatures often reach 40°C to 47°C (104°F to 117°F).
Pilgrims struggle with overheating, dehydration, exhaustion, and more serious afflictions like sun stroke, and the only protection they have is the Ihram, which hasn’t changed in centuries.
As leaders of the world’s leading carrier for religious travel, Saudia Airlines executives knew there had to be a better way to keep passengers safe on and beyond the plane.
They worked closely with executives from Landor and brrr° scientists to rethink the Ihram.
Together, we designed The Coolest Ihram to provide full coverage from the sun, with a specially created fabric that is lightweight, breathable, and ultra absorbent.
The moment it touches your skin, The Coolest Ihram begins drawing heat and moisture away from your body.
The active wicking technology moves moisture away, while rapid drying enhances evaporation.
The world’s first high-tech Ihram has helped thousands of pilgrims have a safer, more enjoyable religious pilgrimage during Hajj and other sacred journeys.
These awards represent global recognition of Saudi Arabian Airlines’ efforts to enrich the guest experience and serve pilgrims. We are proud that this achievement reflects our ability to deliver innovative ideas that translate into tangible experiences, aligning with the goals of Saudi Vision 2030 and enhancing the Kingdom’s standing on the global stage. —Saudi Arabian Airlines Vice President of Marketing, Mr. Essam Akhunbay
In addition to winning a Bronze Award from the Cannes Lions International Festival of Creativity, The Coolest Ihram has also been named “Design for Good” by The One Show Merit, and it made the “D&AD” Shortlist for Product Design.
Learn more about The Coolest Ihram here.
