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Unilever

U

Interviewee

44 Generic Creative

Team Disadvantages

4, 4

Project Outcome

Successful

Industry

Beauty

Location

Chicago

Team Risk Tolerance

High

Team Dynamics

TeamDynamics_FunandProductive

Company

Unilever


No. And it was one of those where we got to be involved with naming of the products and we were really involved from the ground level of the products themselves, which is pretty rare. Because we were getting to talk to the R&D people and the chemists even, to talk about the fragrance of the shampoos and to really understand where they were coming from. It was a really solid ... Everybody knew what they wanted it to be, in the very beginning. [3204],[3214],[3215],[3200],[3216],[3202],[3201],[3217],[3203]
They were amazing. Really, really positive and really inspiring on both sides. [3218]
Just very ... They just get it. They understand the leaps you have to make, that you can't see everything finished before it's actually produced and were really good at understanding conceptual ideas. And really loved work. Just a very ... I don't know, it was just very ... It was just a lot of fun. [3220],[3219],[3205],[3206],[3208],[3207]
They were really wanted to push the envelope. They were willing to really let us do some fun stuff. [3193],[3196],[3197],[3195],[3194]
They did it, but we did it together, kind of, with just qualitative, basic gist of the idea with consumers. Didn't let the feedback really affect too much what we did, it actually helped. [3198],[3199]
Really good. Yeah, really, really good. I think there was one kind of internal conflict with a freelance writer, but she didn't last very long. [3221],[3209]
Well, she was freelance, so she kind of came and basically had a different take on the campaign. We kept her around for a couple weeks and then basically they just move on to whatever else they're gonna do. [3222],[3210]
Uh, no. Everything was pretty timely. They ended up increasing their budgets based on the work, because it turned into a pretty big international television shoot, where we had to go overseas. And we needed a glacier and a desert within close proximity, so we were down in South America for almost a month shooting commercials down there. It was awesome; it was really a great project. [3211]
Yeah, and then we were in Concepcion and right outside of ... Oh God, it's all such a blur now. We were in so many different places. And then we were in Rio and Buenos Aires for some of the stuff we did indoor. The casting in Brazil is just phenomenal. These girls were just scary beautiful. But it was fun, it was really quirky stuff with them. We were really able to go find the best places for the right kind of people and the right kind of locations. [3213],[3212]
Each one was to do a different task. You know either ... I mean all the basics, but in reality they were ... what we came up with was to create different hairdos inspired by things you would see around you and this particular product helps you do that hairdo. It was a lot of brand talking to girls about their own creativity and their own inspiration. Really shampoos and hair companies hadn't really tapped into what you could do. I mean they're always talking at you and how beautiful you should look, but these were all designed. It was a campaign called see it, do it. [3184],[3185]
Girls could be inspired by anything around them and then we would create these really cool hairstyles that matched what they had seen. It was transformative and the products themselves were really niched into what that hairstyle was. It was just really fun and we were using all kinds of film influences and we had started a group called the chick click, which was a website, which was a web based kind of focus group of all these girls in their 20s talking about hair and stuff in their lives. It was just very ahead of its time. I mean this was like before Facebook and all that stuff. We just got a lot of consumer influenced art direction and stories basically. It was just really fun. Super fun. Beauty's always fun. [3181],[3180]
It was just really fun and we were using all kinds of film influences and we had started a group called the chick click, which was a website, which was a web based kind of focus group of all these girls in their 20s talking about hair and stuff in their lives. It was just very ahead of its time. I mean this was like before Facebook and all that stuff. We just got a lot of consumer influenced art direction and stories basically. It was just really fun. Super fun. Beauty's always fun. [3186],[3187],[3188]
Yeah, but it was done in a way that it was like listening to these girls talk to each other, so it wasn't like the traditional focus group of asking questions and showing them work. It was these little cliques of girls talking to each other and just us kind of listening in and hearing what motivates them and what they think is cool. [3190],[3191]
Yeah, but it was done in a way that it was like listening to these girls talk to each other, so it wasn't like the traditional focus group of asking questions and showing them work. It was these little cliques of girls talking to each other and just us kind of listening in and hearing what motivates them and what they think is cool. It just gave us a lot of really rich territory for really how sophisticated they were. You know even these young girls were like being inspired by Herb Ritts and Walter Yost type portraits. Things that you would think they wouldn't even ... that wouldn't even be on their radar. [3182]
You know even these young girls were like being inspired by Herb Ritts and Walter Yost type portraits. Things that you would think they wouldn't even ... that wouldn't even be on their radar. [3189]
They think of their hair care stuff kind of like bars and restaurants and people are only interested in them for so long and then they kind of morph them into different ideas, because basically girls just want to try different stuff all the time. [3192]
Yeah. They're actually not ... they ended up harvesting that brand and turning it into SunSilk, which is kind of what they do. They'll create a brand and then ... ThermaSilk and them kind of merged. They're pretty smart. They think of their hair care stuff kind of like bars and restaurants and people are only interested in them for so long and then they kind of morph them into different ideas, because basically girls just want to try different stuff all the time. [3183]
Reference Tags
[3204] Balance of challenging work,[3214] Collaborative-Creative Disposition,[3215] Decisive leadership,[3200] Decisive leadership,[3216] Empathetic disposition,[3202] Great example - Productive innovation norms,[3201] Ikea effect,[3217] Listening disposition,[3203] Win-win conflict about ideas,[3218] Optimism,[3220] Believes one has a hopeful path,[3219] Believes one has high agency,[3205] Communicating ideas across domains,[3206] Empathetic disposition,[3208] Great example - Productive innovation norms,[3207] Trust,[3193] Communicating ideas across domains,[3196] Organizational encouragement,[3197] Ostrich effect,[3195] Promote autonomy & sense of ownership,[3194] Risk compensation,[3198] Collaborative-Creative Disposition,[3199] Trust,[3221] Quick resolution of relationship conflict,[3209] Quick resolution of relationship conflict,[3222] Quick resolution of relationship conflict,[3210] Quick resolution of relationship conflict,[3211] Appropriate resources,[3213] Appropriate resources,[3212] Organizing effectively,[3184] Empathetic disposition,[3185] Listening disposition,[3181] Appeal to novelty,[3180] Great example - Productive innovation norms,[3186] Collaborative-Creative Disposition,[3187] Creative Confidence,[3188] Empathetic disposition,[3190] Empathetic disposition,[3191] Listening disposition,[3182] Listening disposition,[3189] Anecdotal fallacy,[3192] Empathetic disposition,[3183] Group attribution error

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