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.
To go beyond awareness we partnered with Sephora Canada who agreed to donate all proceeds from Cheekbone sales during June to Water First - a non-profit working to help communities solve the water crisis.
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.
We launched on social for Indigenous history month, sending out our box sets to beauty influencers and even politicians, asking them the question "would you put it to your lips?"
This project started as a proactive idea that I cooked up with my partner, before we pitched it to Cheekbone, Sephora, and Water First. I was involved in every step of the process and fought at every stage to keep this idea alive. I'm incredible proud of the work we produced and the impact that it has had. (2022)
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
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
Director : Thomas Fortier
Editor: Simon Gosselin
Audio Editor: Noah Dauphinais
Production Coordinator: Morgan Kendall, Hugo Beaupre, Gabriela Salon
PR Manager: Kristel Dupont
Global Comms Copywriter: Brooke Porter
Content Creator: Claudel Thibault
Graphic Artist: Jessika Sidoli
PR Coordinator: Linda Chen
Creative Services Director: Kyra Cohen
Sr. Creatives services Manager: Justin Hewitt
Colour: Bad Hombres
Box Design: Right Sleeve Marketing