Background
Unilever's Unstereotype commitment aims to eradicate stereotypes by embedding inclusion and stories of diverse, underrepresented audiences in all marketing communications.
To champion this commitment, the world’s largest laundry brand, Dirt Is Good (better known as Persil, OMO and Surf, amongst others, in specific global markets), recently commissioned Big Sync Music to create a brand sonic identity that is accessible to as much of the global hearing-diverse and Deaf community as possible. There are 1.5 billion people globally living with some form of hearing loss.
Redefining the Creative Idea
Just like a visual logo helps to create visual recognition and association with a brand, a sonic logo aims to achieve the same effect through sound. Designed to capture the essence of a brand's personality, values and messaging in a few seconds of sound. Crafted to be as unique as each brand, recognisable and to evoke emotions or responses in the listener.
Dirt is Good set about to redefine its sonic branding to ensure it was as inclusive and accessible as possible, sound for all.
The brief was to capture the creation of the brand sonic in a film. Creatively, we took a mini-documentary approach, taking the audience behind the scenes of the music production process. Candid workshop moments and interviews captured with the sonic creation team and some of the contributors, showcase the collaborative and iterative nature of the sonic production.
This behind the scenes follows the team working with experts in the hearing-diverse community to ensure the song and sounds created were as accessible to the audience as possible while representing Dirt is Good and its brand purpose. It was an exciting opportunity to explore creativity being inclusive by design as well as the access services to bring this work to life to the largest possible audience.
Plastic Pictures ensured the film itself is available with open captioning, British Sign Language interpretation and English audio description.