Glossed Over

Cause-Related Advertising - Single


Sid Lee, Toronto, ON
t: 416-421-4200
w: sidlee.com

Executive Creative Director: Jeffrey Da Silva Creative Director: Matt Fraracci Copywriter: Peter Sreckovic Art Director: Raine Calucag, Sammy Lo Designer: 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, Mac Thomson Audio Editor: Noah Dauphinais Production Coordinator: Morgan Kendall, Hugo Beaupre, Gabriela Salon Client: Cheekbone Bone Beauty

Over 15% of Indigenous communities in Canada don't have clean drinking water. And yet this issue doesn't get the attention it deserves. So Indigenous-owned Cheekbone Beauty created a lip gloss collection made using contaminated water from 3 of those communities. We launched this campaign in June for Indigenous History Month and partnered with Sephora to donate all proceeds from Cheekbone sales during the month to Water First - a non profit working to end the water crisis.