Unilever: The future of hygiene – disrupting the conventional client-agency paradigm to create expansive futures

Unilever, a consumer goods company, and Quantum, a design strategy company, launched a global campaign to examine the evolving definition of hygiene and identify actionable opportunity spaces (OS) for the brand to rethink the positioning of its hygiene products.


In 2020, Unilever and Quantum put together a collaborative team to explore the future of hygiene in a post-Covid world. The project was innovative on multiple fronts: the nature of the collaboration as well as the methodologies deployed to explore...