The beauty of the cheekbones rewarded $ 1 million media inventory value for its âRight the Storyâ campaign in support of Indigenous communities
TORONTO, June 10, 2021 / CNW / – Bell Media announced today during its Upfront 21 presentation that Beauty cosmetics for cheekbones and his agency Sid lee won the first competition on Inclusion, Diversity and Equity in Advertising (IDEA) of the Institute of Communication Agencies (ICA), organized in partnership with Bell Media. This year, the focus was on campaigns showcasing Indigenous communities, with the winner awarded $ 1 million value of inventory on Bell Media platforms. This year’s winner is Indigenous company Cheekbone Beauty, whose mission is to help Indigenous youth see and feel their impact in the world while creating long-lasting color cosmetics.
Showcasing a positive news ‘smear campaign’, the award-winning creation blocks negative headlines about Indigenous communities, focusing public attention on the good news defending positivity and mistrust, seeking to ‘correct the story’ indigenous peoples in the media.
In addition to the creative excellence and ingenuity behind its winning proposal, Cheekbone Beauty’s entry excelled in all of the competition’s criteria, including its commitment to promoting an inclusive culture and diverse representation throughout the year. campaign execution.
“The purpose and ambition shown in the applications made judging very difficult and at times emotional, which is exactly what we wanted – agencies and brands put it all in,” said Scott Knox, President and CEO, ICA. “I have no doubt that seeing the final campaign delivered by Sid lee and Cheekbone Beauty will set a new standard, not only for diversity in marketing, but also for excellence in building an authentic brand. I’m also sure we’ll see the other entries come to life as well. “
“Congratulations to Cheekbone Beauty and Sid lee on this well-deserved victory, which magnifies the essence of the double meaning of the “Right the Story” campaign. Behind this positive title is an Indigenous-owned beauty brand that celebrates and supports diversity, inclusion and equity in all aspects of its business, âsaid Brandon Moonrei, Director, DSP Partnerships and Strategy client, Bell Media. this year’s outstanding attendees for their excellent nominations and for modeling a diverse and inclusive model for the Canadian media industry. “
This year’s winning entry was selected by a specially organized jury comprised of 12 diverse and established talents from the Canadian media industry, bringing a wide range of creativity, experience and vision to increase diverse and inclusive representation in advertising and within the media industry as a whole.
Open to national and international brands and their agencies, the IDEA competition seeks to create significant change in the media industry and encourage greater representation of diverse communities in Canadian advertising campaigns while encouraging diversity and inclusiveness. in the creative process.
About the Institute of Communication Agencies (ICA)
Since 1905, the CIA has been the recognized non-profit association for Canadian advertising, marketing, media and public relations agencies. The mission of the ICA is to amplify, protect and transform the agency sector through advocacy, awards, community, counseling, insight, networking, research and training. CIA Members and Board of Directors represent some of the most recognized and influential companies in our industry, both in Canada and internationally. Learn more about www.theica.ca
About Bell Media
Bell Media is from Canada Leading content creation company with prominent assets in television, radio, outdoor advertising, digital media, etc. Bell Media owns 35 local television stations run by CTV, from Canada the highest rated television network and French language network Noovo in Quebec; 27 specialty channels, including the main specialty services TSN and RDS. Bell Media is from Canada the world’s largest radio broadcaster, with 215 music channels including 109 licensed radio stations in 58 markets across the country, all part of the iHeartRadio brand and streaming service. Bell Media owns Astral, a 50,000-sided outdoor advertising network in five provinces. A leader in digital media in the country, Bell Media develops and operates websites, applications and online platforms for its information and entertainment brands; Crave, TSN Direct and RDS Direct video streaming services; and the multichannel Much Studios network. The company has a majority stake in Pinewood Toronto Studios and a minority stake in Grande Studios of Montreal; is a partner of Just for Laughs, the live-action comedy event and television producer; and jointly owns Dome Productions Partnership., one of North America the main suppliers of production facilities. Bell Media is proud of its role in promoting diversity and inclusion with groups seeking equity within the company and through from Canada media industry. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), from Canada largest communications company. Learn more about www.BellMedia.ca
SOURCE Institute of Communication Agencies
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