Last November the creative team at Coley Porter Bell couldn’t resist the opportunity to get involved with the WPP Adobe Designathon.
The Designathon is a global competition designed to challenge WPP agencies to use Adobe XD and all its latest features to prototype a creative idea for an app, for a WPP client. Unilever, one of WPPs most long standing clients, was keen to see how WPP agencies from across the globe would use Adobe XD and the power of creativity, to help them bring their sustainable living strategy, to life.
The brief seemed simple. “How can you make ‘sustainable living’ relevant to one of Unilever’s consumer brands in an interesting and engaging way”
Khrissie, Ben and Josh, three enthusiastic members of our creative team, were keen to get involved. They discovered that Unilever have an ambition to reduce their sustainability footprint by 50% by 2030.
To achieve this extraordinary target Khrissie, Ben and Josh believed that rather than trying to combat the issue of sustainability through just one brand, they should harness the Unilever portfolio and create something that could connect all its brands and their associated sustainability issues.
Their idea was to create a ‘Unilever Sustainability Hub’ that combined many of the sustainability related brand interactions you might have with Unilever brands and reward Unilever consumers on reaching specific sustainability targets. The aim was to change people’s everyday choices and encourage them to live a more sustainable life. Aware that sustainability can be a low interest topic, the team were inspired by apps designed for brands like Vitality, and used ‘gamification’ as a tactic to create and maintain ongoing interest in sustainability.
When users open the app, they’re asked to make simple choices. Do you eat organic or artificial, fresh or processed, eat in or take away? When you answer these simple two choice questions you get a score. And, when your score reaches certain targets you unlock rewards relating to the brand, highlighting the positive relationship between a sustainable life and a healthy life.
To showcase some of the exciting new features of Adobe XD, like voice control, the team chose to bring the concept to life for one of their favourite Unilever brands, Magnum. They defined their approach as “Taking Pleasure Seriously”. It took a committed, tight-knit team a few speedy design sprints, some late nights and a little weekend working. But in just two weeks, they created an engaging, dynamic and well thought through idea with a killer Adobe XD prototype.
Judges were assembled from both WPP and Adobe and included Ray Kane (VP Strategic Partnerships at WPP), Khoi Vinh (Adobe Sr. Director, Product Design), Anita-Mai Goulding (Adobe XD Strategic Development, EMEA)
We are delighted to announce that the team from Coley Porter Bell won the global competition and have been crowned the 2018 WPP Adobe Designathon champions. Not bad for a couple of week’s works. And given more than 30 teams signed up, competing from a variety of different WPP agencies with submissions from across the globe, we feel extremely proud of our achievement. We are looking forward to the challenge again next year!