近日，Wunderman Thompson伟门智威为联合利华旗下品牌Degree Deodorant打造的除臭剂Degree Inclusive在2021年戛纳国际创意节上赢得了创新狮全场大奖。
尽管美国有约百分之20的人患有残疾，但大多数产品的体验并没有考虑到这个群体，其中也包括除臭剂。为了让更多的人，更有尊严地参与到日常生活和体育训练中，Wunderman Thompson伟门智威为联合利华旗下品牌Degree Deodorant打造的了一款开创性的除臭剂产品——Degree Inclusive（也称为Rexona和Sure）。
为了更好地让产品完美贴合视障群体和上肢残疾人群的需求。Wunderman Thompson的跨学科团队与残疾人社区进行合作，共同研发。该团队由残疾设计师Christina Mallon、残疾顾问Keah Brown、Kiesha Greaves、Lissa Loe、Natalie Trevonne和阿根廷残疾人影响者领导，国际设计工作室SOUR也参与其中。
Degree Inclusive配备了一系列革命性的功能，包括单手使用的独特挂钩设计、带有盲文的标志设计等。
团队也分享了两位残疾人运动员——拳击手Nick和盲人滑冰运动员Maria的故事，使用Degree Inclusive，改变了他们日常训练生活。
Nick
María
case video
联合利华Rexona的全球品牌副总裁Kath Swallow表示： "这个项目最了不起的地方之一是每个参与者的热情。这一事实反映在这一产品的创新上，也反映在戛纳电影节评委会对产品的设计向内在的包容性和同情心的重要转变的认可上。这只是一个开始，我们希望这将是整个行业包容性设计的一场革命。"
项目信息
品牌/广告主
Unilever 联合利华
营销机构
Creative Agency 创意代理商
Wunderman Thompson 伟门智威
参与者
奖项荣誉
2022
NYF Advertising Awards
PURPOSE: PUBLIC SERVICE | Human Rights: Brand
Bronze
2022
NYF Advertising Awards
Best Innovation | Product Innovation
Bronze
2022
NYF Advertising Awards
DIRECT: PRODUCTS & SERVICES | Healthcare
Silver
2022
NYF Advertising Awards
PACKAGE & PRODUCT DESIGN: PRODUCTS & SERVICES | Healthcare
Silver
2022
NYF Advertising Awards
DESIGN: ENVIRONMENTAL/EXPERIENTIAL DESIGN | Best Environmental/Experiential Design
Gold
2022
NYF Advertising Awards
PACKAGE & PRODUCT DESIGN: BEST USE | Innovation
Gold
2022
NYF Advertising Awards
DESIGN: ENVIRONMENTAL/EXPERIENTIAL DESIGN | Best Environmental/Experiential Design
Grand
2022
NYF Advertising Awards
DIRECT: BEST USE | Launch
Gold
2022
NYF Advertising Awards
DESIGN: PRODUCTS & SERVICES | Packaging
Gold
2022
NYF Advertising Awards
THE 3DE+I AWARD | THE 3D DE&I WORK OF THE YEAR AWARD
Silver
2022
NYF Advertising Awards
THE FUTURE NOW: BEST USE | Best Innovation
Bronze
2022
NYF Advertising Awards
AVANT-GARDE/INNOVATIVE | Package Design
Bronze
2022
NYF Advertising Awards
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Finalist
2022
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Partnerships & Collaborations
Bronze
2022
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Silver
2022
CLIO Awards
Design | Product Design
Silver
2022
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Design | Packaging
Silver
2022
CLIO Awards
Innovation | Medium Innovation
Silver
2022
CLIO Awards
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Silver
2022
CLIO Awards
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Bronze
2022
The One Show
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Silver Pencil
2022
The One Show
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Gold Pencil
2022
The One Show
Design | Packaging | Specialty
Gold Pencil
2022
The One Show
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Gold Pencil
2022
The One Show
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Silver Pencil
2022
The One Show
IP & Products | Physical Product | Promotional
Silver Pencil
2022
ADC Awards
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Silver Cube
2022
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Gold Cube
2022
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Gold Cube
2022
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Packaging Design | Design for Good | Packaging Design
Gold Cube
2022
ADC Awards
Product Design | Design for Good | Product Design
Gold Cube
2022
ADC Awards
Packaging Design | Innovation
Gold Cube
2022
ADC Awards
Product Design | Beauty / Wellness / Personal Care
Gold Cube
2022
Spikes Asia
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Bronze Spike
2022
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Grand Prix
2022
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Brand Experience & Activation
Silver Spike
2021
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Health&Wellness | OTC Applications
Silver
2021
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Innovation | Product Innovation
Grand Prix
2021
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PR | Corporate Purpose & Social Responsibility
Bronze
2021
LIA
Package Design | Structural Packaging
Silver
2021
LIA
Health & Wellness | Corporate Communication
Silver
2021
LIA
Evolution | Brand Action
Silver
2021
LIA
Design | Product Design
Silver
2021
LIA
Design | Innovative Use of Design
Silver
2021
LIA
Design | Product Development
Silver
2021
LIA
Evolution | Product Innovation
Silver
2021
LIA
Health & Wellness | Innovation
Silver
2021
LIA
Non-Traditional | Cosmetics/Toiletries
Bronze
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