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....

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