Degree Inclusive, a revolutionary deodorant designed by SOUR with people with upper extremity and visual impairments, 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.
A collaboration between SOUR, Unilever’s Degree Deodorant (also known as Rexona and Sure), a cross-discipline team at Wunderman Thompson led by disabled designer Christina Mallon and the community themselves, the pioneering product is developed to make deodorant application accessible to a broader audience. Although approximately 20% of Americans live with various disabilities, most products and experiences – including deodorants – are still not designed with this community in mind.
Equipped with many revolutionary features including a unique hook design for one-handed use, Degree Inclusive 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.
The team at Wunderman Thompson Argentina – who originally came up with the idea of developing an inclusive deodorant – also created the powerfully inspiring campaign that demonstrates how an everyday utility product like deodorant can revolutionise movement for disabled people.
In addition to the Innovation Grand Prix, Degree Inclusive won a Silver Lion in Health & Wellness for OTC Applications - Product Innovation and a Bronze Lion in PR for Corporate Purpose & Social Responsibility.
SOURCE: Wunderman Thompson