The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Public Relations
Annual ID
OS22_HW063M
About the Work
We wanted to revolutionize deodorant design to include everyone, however they are able to move. Degree Inclusive is the world’s first inclusive deodorant for people who are blind or have limited sight and for people with upper limb mobility difficulties – and many of us who lose vision or mobility as we get older.
By co-creating with the disability community, we have designed a deodorant that’s easier to handle, identify, open, close and apply. It can be opened and used even without hands by using your mouth or feet.
We believe that inclusive design is simply better design, and the result is also gender neutral and refillable.
Our aim was to drive US-first mass media awareness for Degree Inclusive, and focus our awareness and build credibility with people living with disabilities.
We reframed disability positively within the media and challenged conventional design by getting the world excited about the first deodorant designed for people living with disabilities by people living with disabilities.
We put people with disabilities, their needs and their stories front and centre of the communication.
The process of developing the product was inclusive from the beginning. We ideated, co-created and launched this design together with the disabled community.
Similarly, the communication was inclusive. The key media spokesperson was the agency’s disabled designer who led the product development. The launch featured two hero films telling the story of Nick, a barber with no hands who is also a boxer and Maria, who is blind and roller skates beautifully. We framed their narratives positively by portraying the truth of their experience in an unflinching and empowering way.
Their stories and the story of the product and its co-collaborators were told on social media and were embraced and amplified by the disabled community - as well as by some of the most high-profile media outlets in the US and beyond.
By co-creating with the disability community, we have designed a deodorant that’s easier to handle, identify, open, close and apply. It can be opened and used even without hands by using your mouth or feet.
We believe that inclusive design is simply better design, and the result is also gender neutral and refillable.
Our aim was to drive US-first mass media awareness for Degree Inclusive, and focus our awareness and build credibility with people living with disabilities.
We reframed disability positively within the media and challenged conventional design by getting the world excited about the first deodorant designed for people living with disabilities by people living with disabilities.
We put people with disabilities, their needs and their stories front and centre of the communication.
The process of developing the product was inclusive from the beginning. We ideated, co-created and launched this design together with the disabled community.
Similarly, the communication was inclusive. The key media spokesperson was the agency’s disabled designer who led the product development. The launch featured two hero films telling the story of Nick, a barber with no hands who is also a boxer and Maria, who is blind and roller skates beautifully. We framed their narratives positively by portraying the truth of their experience in an unflinching and empowering way.
Their stories and the story of the product and its co-collaborators were told on social media and were embraced and amplified by the disabled community - as well as by some of the most high-profile media outlets in the US and beyond.
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
Ramiro Pannunzio
Rona Horowitz
Senior Account Supervisor
Jill Condulis
Senior Vice President
Adam Bricault
Sharelyn Devonish
Sound Post Production
Porta Studio
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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