The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Products
Annual ID
OS23_HW023B
About the Work
More than 100 Indigenous communities in Canada still don’t have clean drinking water. This has led to various health and societal issues in these communities, and yet for decades, this crisis has been ignored by politicians and the public because, ultimately, their lips will never touch this contaminated water.
To make this issue unignorable, Cheekbone Beauty – an Indigenous-owned cosmetics brand – created a lip gloss set using contaminated water from 3 Indigenous communities.
These communities - Neskantaga First Nation, Grassy Narrows First Nation, and Cowichan Tribes of Vancouver Island - each have a different kind of contamination that is currently affecting their community’s water. These contaminants - E. coli, mercury, and lead - were the 3 “colours” that made up the set.
We launched this campaign on June 1st for Indigenous History Month on social and by sending physical box sets to unsuspecting beauty influencers in order to create buzz and ask Canadians: ‘If you wouldn’t put toxic lip gloss to your lips, then why should Indigenous communities have to put toxic water to their lips?’
The campaign didn’t stop at garnering attention for this issue. To try to bring about meaningful change, we partnered with Sephora Canada, who agreed to give all proceeds from Cheekbone Beauty sales during June to Water-First - a non-profit whose mission is to end the water crisis.
This campaign garnered over 36 million organic impressions, connecting with Canadians across the country in order to educate them on this issue that affects so many Indigenous people. It was featured in over 100 publications, including Fashion Magazine, Elle Magazine, Toronto Star, National Post, CBC Radio One, Strategy magazine and many more. To top it all, we raised over $30,000 for clean water in Canada, turning education into action to ensure these communities are no longer glossed over.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
SID LEE / Toronto
Client / Brand
Cheekbone Beauty
Sephora Canada
Art Director
Sammy Lo
Raine Calucag
Copywriter
Peter Sreckovic
Creative Director
Matt Fraracci
Designer
Matthew Beaubien
Priya Mistry
Director
Thomas Fortier
Executive Creative Director
Jeffrey Da Silva
Executive Producer
Elana Olavesen
Account Supervisor
Jamie Flatow
Audio Editor
Noah Dauphinais
Creative Services Director
Kyra Cohen
Head of Account Services
Zemina Moosa
Head Of Production
Amanda Loughran
Non-Profit Organization
Water First
Post-Production Director
Andréanne Denis
Post-Production Producer
Lisa Clarke
Post-Production Supervisor
Elizabeth Fedak
Lisa Clarke
PR Coordinator
Linda Chen
PR manager
Kristel Dupont
Production coordinator
Gabriela Salon
Hugo Beaupré
Morgan Kendall
Sr. Creatives services Manager
Justin Hewitt
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