Cheekbone Beauty:
Glossed Over


15% of Indigenous communities in Canada STILL don't have clean drinking water. To draw attention to this issue, we worked with Indigenous-owned beauty Brand Cheekbone Beauty to create a lip gloss collection made using contaminated water from 3 Indigenous communities across Canada. (2022)

Group_4.png

The 3 "flavours" were each based on a different kind of contamination affecting Indigenous Canadian communities.

E. Coli - Neskantaga First Nation,

Mercury - Grassy Narrows First Nation

Lead - Cowichan Tribes of B.C.

still00001062.tif
still00001063.tif
still00001064.tif

We launched on social for Indigenous history month, sending out our box sets to beauty influencers; posing the question "would you put it to your lips?"

TOP DOWN.jpg
TOP DOWN OPEN.jpg
3_4 OPEN.jpg

Executive Creative Director: Jeffrey Da Silva
Creative Director: Matt Fraracci
Copywriter: Peter Sreckovic
Art Director(s): Raine Calucag, Sammy Lo
Designer(s): Matthew Beaubien, Priya Mistry

Recognition

36+ million impressions
Featured in 100+ publications including: 
Toronto Star, CBC Radio One, CTV, Global News, Toronto Sun, National post, Financial post, Fashion Magazine, Elle Magazine, and more.