Emily Tan
Aug 12, 2014

How crowdsourcing platform Eyeka became part of Unilever’s creative process

After 15 years, even an award-winning idea such as ‘Dirt is Good’ for Unilever’s laundry detergent brands, Omo and Breeze, may need a refresher.

So the FMCG giant decided to try crowdsourcing inspiration from the freelance advertising and design community, Eyeka. “We faced a challenge to keep the idea fresh and we saw an opportunity to come up with a new expression and angle after a meeting with Eyeka,” said Unilever’s global vice-president of spreads, Kaarthik Subramani.

When Unilever first started working with Eyeka in August 2012, Subramani was director of its laundry brands for Southeast Asia and Australia....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

JWT hires Marianne Admardatine from Ogilvy for top Indonesia role
1 hour ago

JWT hires Marianne Admardatine from Ogilvy for top ...

Marianne Admardatine was previously chief growth officer for Ogilvy & Mather Indonesia and MD of both Ogilvy Public Relations and Pulse Communications in the country.

Don't put all your money in digital to reach affluent Asians: Ipsos
2 hours ago

Don't put all your money in digital to reach ...

Affluent Asian consumers have yet to fully embrace digital media, according to an Ipsos study.

Australian lamb ad banned after review
2 hours ago

Australian lamb ad banned after review

An independent reviewer has found "substantial flaw" in an earlier decision that allowed Meat & Livestock Australia's ad to continue running.

PR head launches bespoke beer brewery
2 hours ago

PR head launches bespoke beer brewery

Trouble Brewing offers companies personalised brews.