Telco to collaborate with Havas Middle East on publicizing the initiative.
Du, from Emirates Integrated Telecommunications Company (EITC), announced an exclusive competition for Emirati designers to redesign and create new uniforms for staff at its retail stores across the UAE.
Winners of the competition will receive a cash prize of AED50,000 along with an opportunity to deliver an innovative and first-of-its-kind uniform collection for Du stores in the country. The competition aims to elevate Emirati designers and reaffirm the brand's longstanding roots in maximizing opportunities for homegrown talent.
Made to inspire optimism and transformation, the new uniforms will introduce a fresh approach to Du’s retail stores, crystallizing a new chapter in the brand’s journey to a digital-first telco.
Havas Middle East handled media amplification for the competition, collaborating with fashion and luxury online and offline titles in an unusual way for the telco brand, aiming to reach and engage young UAE-based designers.