2023 Winner

With “Glossed Over,” Indigenous-owned cosmetics brand Cheekbone Beauty created a lip gloss set made with contaminated water to raise awareness of the lack of clean drinking water affecting more than 100 Indigenous communities across Canada. The water was sourced from three communities affected by different contaminates, which were incorporated into the product ‘colours’: Luscious Lead, Mercury Shimmer and E.Coli Kiss. To broaden the conversation and create change, the campaign by Sid Lee was launched during Indigenous History Month in June and box sets were sent to beauty influencers. The company partnered with Sephora Canada, with proceeds from that month’s Cheekbone Beauty sales donated to Water First, a non-profit aiming to end the water crisis. The campaign racked up over 36 million organic impressions and was featured in over 100 publications, raising more than $30,000 for clean water.

Credits

AGENCY:

Agency: Sid lee
Executive Creative Director: Jeffrey Da Silva
Creative Director: Matt Fraracci
Copywriter: Peter Sreckovic
Art Director(s): Raine Calucag, Sammy Lo
Designer(s): Matthew Beaubien
Head of Account Services: Zemina Moosa
Account Supervisor: Jamie Flatow
Head of Production: Amanda Loughran
Executive Producer: Elana Olavesen
Post-Production Producer: Lisa Clarke
Post-Production Director: Andréanne Denis
Post-Production Supervisor: Elizabeth Fedak, Lisa Clarke
Director : Thomas Fortier
Editor: Mac Thomson, Maxine Hood, Simon Gosselin
Audio Editor: Noah Dauphinais
Production Coordinator: Morgan Kendall, Hugo Beaupre, Gabriela Salon
PR Manager: Kristel Dupont
PR Coordinator: Linda Chen
Creative Services Director: Kyra Cohen
Sr. Creatives services Manager: Justin Hewitt

CLIENT:

CHEEKBONE BEAUTY
Founder: Jenn Harper
EA to the founder: Breann Rogers
Digital strategy & marketing manager: Andrea Pohlmann

Sephora Canada
Project Manager, Marketing: Elizabeth Elliott
Senior marketing manager: Amanda Hungerford

Water First
Director of development and communications: Ami Gopal
Communications & development specialist: Mason Prout