Sephora | ILLUMINATION

Recognized (so far) by Clios, Epica, Drum, Communication Arts, AdWeek Experiential Awards, Marketing Awards, CMA, Applied Arts and Media Innovation Awards.

Many Canadians feel unseen by the beauty industry and struggle to find makeup that matches their skin tone. The Sephora Colour iQ shade-matching tool uses AI technology to accurately match every person’s unique shade to makeup products. To increase awareness and trial of this tool – and to show Canadians that every shade is beautiful – we created a data-driven immersive installation: ILLUMINATION. We transformed the actual Colour iQ skin tone data of over 140,000 Canadians into an elegant, interactive experience. Visitors’ movements and gestures triggered animation and sound design in real time. Our message was amplified nationally through PR, TV and OOH. Social activity included TikTok, Facebook, Instagram and YouTube.

The campaign had over 238 million impressions and drove a 9% increase in Colour iQ scans across the Greater Toronto Area and a 13% lift in registrations for the Sephora Beauty Insider loyalty program nationally.

Digital OOH ( Toronto / Montreal / Vancouver )

Credits

Creative Chairman: Zak Mroueh / Chief Design Officer: Stephanie Yung / Chief Creative Officer: Brian Murray / ACD/Art Director: Andrea Por / ACD/ Copywriter: Christina Roche / Designer: Ana-Marija Matic / Activation Producer: Teresa Bayley / Business Group Director: Lisa Walton-Rixon / Account Supervisor: Chris Rosario / Account Director: Shauna McKenna / Zulubot Managing Director: Leslie Uy Director of Integrated Production: Ola Stodulska / Video Producer: Jesse Brook, Adam Palmer / Chief Strategy Officer: Heather Segal / Executive Strategy Director: Sean Bell / Digital Artists: Superbien