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2022 One Show - Health & Wellness

Degree Inclusive

Agency Wunderman Thompson Argentina

Client Unilever

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.

2022 Awards

Total Points: 3

Merit

Credits

Agency

Wunderman Thompson Argentina

Production Company

LaDoble

Chief Creative Officer

Natalia Benincasa

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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