2024 Winner

In 2023, Sephora and Zulu Alpha Kilo launched a campaign centered around the brand’s shade-matching tool, Colour iQ, with the goal of promoting inclusivity, raising awareness and driving store traffic. Colour iQ utilizes advanced technology to match makeup to skin tone, considering depth, undertone and saturation to cater to a more diverse range of hues, including those often overlooked by the beauty industry. ZAK positioned Colour iQ as a tool for belonging and celebration of individual beauty.

The campaign employed innovative strategies to engage the audience, including an immersive digital installation in downtown Toronto to showcase Colour iQ and drive store visits, as well as interactive experiences that transformed Colour iQ data into engaging visual displays with motion and sound.

The impact of the campaign was significant, generating over 240 million earned impressions across news, fashion and entertainment media, along with 40 million social media impressions. The campaign also improved perceptions of Sephora as an inclusive brand, attracting more customers to use Colour iQ in-store, with a 60% increase in scans nationally during the campaign period.

Credits

Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Brian Murray, Jenny Glover
Chief Design Officer: Stephanie Yung
Associate Creative Director / Copywriter: Christina Roche
Associate Creative Director / Art Director: Andrea Por
Designer: Ana-Marija Matic
Managing Director, Zulubot: Leslie Uy
Director of Interactive Production, Zulubot: Ece Inan
Account Team: Lisa Walton-Rixon, Shauna McKenna, Chris Rosario, Mike Sutton
Strategy Director: Heather Segal, Patrick Henderson, Elyssa Seidman
Client: Sephora Canada
Clients: Allison Litzinger, Caitlin Lindsay, Candice Dixon, Sheila Legault, Kaleigh Henderson, Amy Scott
Media Agency: Zenith Media
Media Team: Nicole Macpherson, Rahmeen Fazal, Nima Bellefeuille
PR Agency: Middle Child
PR Team: Jackie Kleinberg, Courtney Steinhart, Laura Linden
Director of Integrated Production: Ola Stodulska
Agency Producer: Teresa Bayley, Jesse Brook
Production House: Zulubot
Executive Producer: Adam Palmer
Director: Jimmy Vi
Director of Photography: Jack Chen
Line Producer: Adam Rodness
Production Manager: Roman Hul
Coordinator: Steve Goetz
Photographer: Genevieve Charbonneau – Fuze Reps
Photography Producer: Daniela Favot
Offline Edit Company: Zulubot
Offline Edit Producer: Siddhi Patel
Editor: Micah Rix-Hayes
Editor Assistant: Adrian Gluvakovich
Colour Transfer Company: Alter Ego
Colourist: Eric Whipp, Andrew Ross
Colour Producer: Genna McAuliffe
Online Company: Fort York
Online Artists: Marco Polsinelli, Serina Choi
Online Producer: Erica Bourgault-Assaf
Recording Studio: Pirate Sound
Creative Director / Engineer: Ian Boddy
Voice Director: Alex Nursall
Audio Producer: Maggie Blouin-Pearl
French Agency: The French Shop
Account Manager: Jessica Dubois
Production Coordinator: Jennifer Lankry
Creative Studio: Superbien
XM Agency: Wondermakr
Studio Mac Artist: Pavel Petrycki
Studio Editor: Cecilia Bernach
Studio Retouching: Nabil Elsaadi
Printer: Seamliss Graphics