Degree Inclusive, a revolutionary deodorant created by Wunderman Thompson for Unilever’s Degree Deodorant brand, has won the Innovation Grand Prix at the 2021 Cannes Lions International Festival of Creativity – the only Grand Prix to be awarded in the Innovation Category.
The pioneering product is developed to make the deodorant application process accessible to everyone, allowing people with visual impairment and upper limb impairments to move and sweat with confidence. Although 20% of Americans have disabilities, most products and experiences – including deodorants – are still not designed with this community in mind.
A collaboration between Unilever’s Degree Deodorant (also known as Rexona and Sure), Wunderman Thompson, and the disabled community, Degree Inclusive was co-developed with a cross-discipline team at Wunderman Thompson, led by disabled designer Christina Mallon, Disability consultants Keah Brown, Kiesha Greaves, Lissa Loe, Natalie Trevonne and Argentine Disabled Influencers, alongside the award-winning international design studio, SOUR. Watch below:
Mel Edwards, global CEO, Wunderman Thompson, noted: “I am so inspired by our cross-cultural teams and our work for Unilever with Degree Inclusive. I hope that others will be encouraged to follow suit and create purpose-driven work in the ways that we have done with this innovative campaign. This impactful work sits at the heart of our business, and we could not be more proud to help drive the conversation around inclusivity and inspire change across the industry,” Watch below:
Kath Swallow – global brand vice president, Rexona, Unilever, comments: “One of the most remarkable things about the project is the passion and commitment it has generated amongst everyone involved. A fact reflected in both how innovative this product is – and the recognition by the Cannes Lions jury of an important shift towards products designed with built-in inclusivity and empathy in their DNA. This is just the beginning of what we hope will be a revolution in inclusive design across the industry.”
Equipped with a slew of revolutionary features including a unique hook design for one-handed use, It marks the start of an inclusive design revolution across the beauty and personal care industry as other brands take note. Globally, this innovation is a rallying cry to every sector to start making products and experiences for a fairer and more inclusive world.
Christina Mallon – global head of inclusive design, Wunderman Thompson, commented: “While many of the world’s finest minds are pushing the boundaries of Augmented and Virtual Reality, cryptocurrency and computing speeds, it’s remarkable that until recently no one has thought to focus on things that really matter, like the quality of life of people with disabilities. I’m relieved and proud that we have now turned a corner and started to make progress towards creating products that are life-enhancing to so many.”
The team at Wunderman Thompson Argentina – who came up with the original idea of making an inclusive deodorant – also created a powerfully inspiring campaign which demonstrates how an everyday utility product like deodorant can revolutionise movement for two disabled people.
Bas Korsten – global chief creative officer, Wunderman Thompson added: “A Grand Prix at Cannes Lions is one of the highest standards in our industry. But to win one in the Innovation category, for a forward-thinking company like Unilever, is extra special. At Wunderman Thompson, we love ideas that play within the triangle of technology, creativity, and humanity. And Degree Inclusive, the most adaptive deodorant in the world, is a beautiful example of that. We hope that this Grand Prix will help accelerate the adoption of Inclusive Design among brands and agencies everywhere. Because Inclusive Design is just better design for all.”
Natalia Benincasa, CCO at Wunderman Thompson Argentina, says: “I couldn’t be prouder. We are working hard to contribute to a more inclusive, humane, and diverse industry. From my place, as a minority, I feel hope that things are changing for the better and creativity has the power to push those boundaries.”
Daniel Minaker, CCO at Wunderman Thompson LATAM, said:“To be celebrating the Cannes Lions Grand Prix of Innovation is a dream come true. We have worked for more than two years to make this idea happen and there is still a long way to go. It is super inspiring to be able to develop this type of global project together with Unilever that can change the lives of many people.”
Sebastián Tarazaga, CCO at Wunderman Thompson LATAM comments: “Winning in Cannes is something beautiful, and to find out that we had won the first Grand Prix in Innovation in the history of Argentina is impressive. It makes me very happy to know that all the work of so many people is recognized in the most important festival in the world. I also want to congratulate Unilever for betting on making such an idea a reality. This not only inspires the entire industry, but also everyone else, whether or not part of it, to want to grow and make the world a better place for everyone.”