Victoria Cole
Chief Executive Officer (CEO) at Wunderman Buenos Aires
Buenos Aires, Argentina
TitleDegree Inc
Campaign Degree Inclusive
Advertiser Unilever
Brand Rexona
Date of First Broadcast/Publication
Business Sector Deodorants
Philosophy Unilever’s Degree Deodorant - also called Sure, Shield and Rexona - are the makers of the world’s #1 antiperspirant. Today the brand announces the launch of the world’s first inclusive deodorant for people with visual impairment and upper limb motor disabilities: Degree Inclusive. One in four Americans, and one in five Brits, has a disability, but despite being the largest minority community across the globe, products and experiences are still not designed with this community in mind. Across the beauty and personal care industry, there is currently no deodorant product suitable for people with upper limb disabilities to use; twisting a deodorant cap, turning a stick, or pushing down on an aerosol can with limited arm mobility is a real challenge – and sometimes the fear of sweating keeps people with disabilities from moving as much as they would like to. Degree believes in the power of movement to transform lives - and that everyone should be able to experience the incredible physical, mental and social benefits movement provides. Deodorant helps give people the confidence to move. Therefore, in an effort to provide equitable access to the products and experiences needed to move, Degree partnered with Wunderman Thompson and their Inclusive Experience Practice, alongside occupational therapists, engineers, and consultants with disabilities. Driven by a mission to make the deodorant application process accessible to everyone, Degree Inclusive has been designed with the following revolutionary features as noted in the brand’s product development video: ● A hooked design for one-handed usage ● Magnetic closures that make it easier to take the cap off and put it back on for users with limited grip and/or vision impairment ● Enhanced grip placement for easier application for users with limited grip or no arms ● A braille label with instructions for users with vision impairment ● A larger roll-on applicator to reach more surface area per swipe Working in collaboration with award-winning international design studio, SOUR, the Degree Inclusive prototype was co-developed with a cross discipline team at Wunderman Thompson, led by Christina Mallon, Wunderman Thompson’s Global Head of Inclusive Design. As the first agency to build an Inclusive Experience Practice (IXP), Wunderman Thompson partners with some of the world’s largest brands. The IXP team helps businesses create accessible products, services and communications using inclusive design methodology. More than just the right thing to do, inclusive design has been shown to be the best way to drive innovation, with companies 1.7 times more likely to be innovative if they are inclusive. Not only is the disabled community’s disposable income estimated at $8 trillion USD in the US alone, but 70% of all consumers prefer to buy inclusive brands - meaning it offers both a competitive advantage and increased growth potential for brands. The team at Wunderman Thompson Buenos Aires - 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. To ensure the original prototype is effective and accessible to more than just our initial team of co-creators with disabilities, Degree launched a beta program to engage and get input from additional people living with disabilities. In partnership with The Lighthouse Chicago, Open Style Lab, and Muscular Dystrophy Association [TBC], Degree invited 200 people with disabilities in the U.S. to trial the prototype design and give their feedback on its concept, product features, and messaging, to help improve the innovation for its future commercial launch. Degree Inclusive marks the beginning of the brand’s frontier into accessible design and the brand looks forward to making further progress on its long-term commitment to create equitable access to movement for all.
Media Type Product Design/Development
Market United States
Global Brand VP
Global Senior Brand Manager
Senior Marketing Manager
Global Senior Brand Manager
Global Assistant Brand Manager
Global Assistant Brand Manager
Global Brand Director
Global R&D Director
Global Senior Technical Manager
Global Senior Consumer Market Insights Manager
Regional Chief Creative Officer
Regional Chief Creative Officer
Chief Creative Officer
Chief Executive Officer (CEO)
Creative Director
Creative Director
Creative Director
Creative Director
Head of Art
Integrated Production Leader
Production Manager
Graphic Production Manager
General Account Director
Account Director
Senior Account Executive
Strategy Lead
Strategy Lead
Project Manager
Head of Social Media
Content Strategy
Community Manager
Creative Operations Leader
Global Chief Creative Officer
Global Chief Creative Officer
Global Lead inclusive Design
Global Client Lead
Global Planning Lead
Global Project Management
Director of Global Creative Operations
PR Director
Product Design
Occupational Therapist
Disabled co-collaborator
Disabled co-collaborator
Disabled co-collaborator
Disabled co-collaborator
Disabled co-collaborator
Disabled co-collaborator
Disabled co-collaborator
Disabled co-collaborator
Creative Collaborator
Creative Collaborator
PR Agency
Senior Account Supervisor
PR Account Executive
Production Company
Chief Executive Officer (CEO)
Executive Producer
Director of Photography (DOP)
Post Production
Audio Post Production

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