24 June 2021
Cannes Lions: Innovation Winner 2021 /
Uniliver's adaptive deodorant wins Innovation Grand Prix
Unilever has won the Innovation Grand Prix at this year’s Cannes Lions International Festival of Creativity for its Degree Inclusive Deodorant, a personal care product designed by and for people with disabilities.
The deodorant was created with agency Wunderman Thompson, Buenos Aires, in collaboration with a global taskforce of people with diverse disabilities, occupational therapists, designers and engineers.
Degree, which is also sold as Rexona, Sure and Shield in various markets, developed new packaging for its deodorant, making it easier for people with disabilities to open, close and apply the product. For example, the container is hooked so people can use it with one hand and it features better grip placement, as well as a magnetic click closure. It also has a larger roll-on applicator so that more product comes out at each swipe and the label is in braille.
According to the agency, the deodorant received more than 2 billion media impressions.
‘As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,’ said Kathryn Swallow, global Degree brand vice president. ‘More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind.’
No Gold Lions were awarded in the Innovation category this year.
Cannes Deconstructed /
Want to know about the best work and key trends from this year’s Cannes Lions International Festival of Creativity? Book a Contagious Cannes Deconstructed briefing for your team and we’ll deliver a week’s worth of festival insights in one hour. These can be delivered in person (depending on Covid restrictions) or virtually. Contact [email protected] for more information.
Want more Contagious thinking? /
Subscribe to the Contagious newsletter to receive a weekly dispatch of campaigns, opinions and research, curated for strategists, creatives and marketers.
Related articles /
Contagious thinking delivered to your inbox /
Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research.