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Category
Cultural Driver
Annual ID
OS22_CD011M
About the Work
Degree, the world’s #1 deodorant, has an inclusive purpose – to inspire confidence in everyone to move more. The brand recognizes that movement matters for both physical and mental health, but there was not a deodorant product on the market that was accessible to 1 in 4 people in the US that live with a disability.
Deodorant is something most of us take for granted, but if you are disabled, doing things the rest of us give little thought to – going out, getting to work, exercising - can take real effort.
People with disabilities often apply deodorant multiple times a day, and on multiple parts of their body, but trying to unscrew the cap on a roll on or press a spray with any hand or arm difficulties is a challenge.
We believe that everyone should be able to take care of their hygiene needs independently in order to feel self-sufficient in daily life. Degree Inclusive helps give everyone the confidence to go out and experience life without worrying about sweating or body odor.
Our motto is “build with, not for” so we designed a process that was inclusive from the very start. We ideated, co-created and launched this design together with the disabled community. Our team was comprised of designers, engineers, occupational therapists from NYU, psychotherapists and members of the disabled community.
To optimize the design and product formulation, Degree created a beta program in the US to engage people with disabilities to trial the design and give their feedback on its concept, product features, and messaging, helping to improve all elements of the product and marketing mix for the full consumer launch.
It was also important in communications to feature real people with disabilities, instead of elite athletes or Paralympians, and tell real stories about their passions and challenges.
Degree Inclusive is easier to handle, identify, open, close and apply, thanks to:
-A hooked design for one-handed usage
-A braille label with instructions
-Magnetic closures
-Enhanced grip placement
-A larger roll-on applicator to reach more surface area per swipe
-Refillable design
The opportunity to move is not distributed equally - 15% of the world’s population experience some form of disability. Yet products and experiences are still not designed with this community in mind.
Degree’s mission is “To inspire confidence in everyone to move more…. No matter how you move” - and to fight against ability standards. The brand believes in the power of movement to transform lives. And, its ambition is to be Unilever’s leading brand on D&I.
Degree Inclusive made history in the category and set a new standard for other brands in the importance of being truly inclusive by design. A first but vital step towards creating a world that’s accessible for all.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson Argentina
Production Company
LaDoble
Chief Creative Officer
Natalia Benincasa
Creative Director
Agustín Alba
Andrea Ventura
Gastón Cánaves
Pablo Maldonado
Director
Martín Donozo
Director of Photography
Sebastian Cantillo
Executive Producer
Agustin Gutierrez
Producer
Marco Pilosio
Product Manager
Mariana Jauregui
Account Director
Dana di Lello
Account Executive
Caitlin Gronski
Content Strategist
Daniel Alaniz
Post Production
Luis Staffolani
Project Manager
Ana Laura Rodríguez
CEO
Victoria Cole
José Arnal
Community Manager
Vincenzo Mazzei
Creative Collaborators
Nicolás Trapanese
Santiago Estevez
Creative Operations Leader
Paula Akel
Director of Global Creative Operations
Nora Farley
Disabled co-collaborators Argentina
Andrea López de Mora
Cecilia Rizzo
Lidia Beatriz Peyronnet
Mercedes Monjaime
Disabled co-collaborators US
Keah Brown
Keisha Greaves
Lissa Loe
Natalie Trevonne
Editor/Animator
Leandro Ramirez
General Account Director
Eliana Kaplan
Global Ass. Brand Manager
Edward Jones
Global Assistant Brand Manager
Stephanie Bau
Global Brand Director
Lucy Howdle
Global Brand Vice President
Kathryn Swallow
Global CCO
Bas Korsten
Daniel Bonner
Global Client Lead Unilever
Inge Selawry
Global Lead inclusive Design
Christina Mallon
Global Planning Lead
Nicky Buss
Global Project Management
Bart Etcheverry
Global R&D Director
Andy Butterworth
Global Senior Brand Manager
Denise Savoia
Emily Heath
Global Senior Consumer Market Insights Manager
Alex Harrison
Global Senior Technical Manager
Laura Hutcheon
Graphic Production Manager
Daniel Gatto
Head of Art
Fernando Rossini
Head of Social Media
Silvina Coto
Integrated Production Leader
Josefina Espil
LATAM CCO
Dany Minaker
Sebastian Tarazaga
Music studio
Perra Santa
Occupational Therapist
Michael Tranquilli
PR Director
Jessica Hartley
Product Design
SOUR Studio
Senior Account Executive
Rona Horowitz
Senior Account Supervisor
Jill Condulis
Senior Vice President
Adam Bricault
Sharelyn Devonish
Sound Post Production
Porta Studio
Sr. Account Executive
Ramiro Pannunzio
Strategy Lead
Aurelia Sisinni
Ronny Weter
U.S. Ass. Brand Manager
Teri Minogue
U.S. Senior Marketing Manager
Chiara Grillo
Unilever PR Agency
Edelman
Vice President
Dave Brigandi
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