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Over 100 Indigenous communities in Canada STILL don't have clean drinking water.
Yet this issue continues to be ignored because for most Canadians that water will never touch their lips.
So to draw attention to this issue, we worked with Cheekbone Beauty to create a lip gloss collection made with contaminated water from 3 Indigenous communities. (2022)
Made with lead-contaminated water from Cowichan Tribes of B.C.
Made with mercury-contaminated water from Grassy Narrows, ON
Made with E. Coli-contaminated water from Neskantaga, ON
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
Recognition & Results
$45,000 raised for Water First
36+ million organic 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.
Strategy Awards - Shortlist (2023)
Marketing Awards - Gold - Health & Beauty (2023)
Marketing Awards - Silver - Best in Collateral (2023)
Marketing Awards - Silver - Community Building (2023)
One Show - Bronze - Health & Wellness: Product (2023)
One Show - Merit - Health & Wellness: Promotional Items (2023)
One Show - Shortlist X5 (2023)
Atomic Awards - Silver - AtomicDiversity (2023)
Atomic Awards - Bronze - Atomic Sustainability (2023)
Atomic Awards - Silver - Atomic IP (2023)
Atomic Awards - Bronze - Atomic Cause & Action (2023)
Applied Arts Winner - Cause-related Advertising (2023)
Applied Arts Winner - Promotional Collateral (2023)
Applied Arts Winner - Consumer DM/Collateral (2023)
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