Unilever is taking innovative steps to ensure its marketing DNA is not tarnished by unconscious bias.

The fast-moving consumer goods manufacturer – which owns products like Ben & Jerry’s ice cream, Hellmann’s mayonnaise, and the Dove beauty line – recently completed a project that was originally conceived around a year ago. And it saw 63 people, who together craft ads for 12 brands, explore their genetic history.

“We invited a group of marketeers and [representatives from] agencies – people who are normally working together in natural groups – to come to a new marketing experiment,” Aline Santos, who serves as Unilever’s evp/global marketing, as well as its chief diversity and inclusion officer, explained at a session held by The Economist magazine at the 2019 Cannes Lions International Festival of Creativity.