Spirit of Sustainability

The Challenge

LCBO wanted to go beyond a corporate sustainability report. They needed a campaign that would demonstrate their commitment to racial equity and sustainability in a way that felt authentic, not performative. The brief came during a period of significant social change, which raised the stakes: get it wrong and it reads as opportunism.

The Approach

We built the campaign from the ground up with equity at the centre of the production itself, not just the messaging. Through our partnership with the LCBO and the CEE Centre for Young Black Professionals, Corex put 51 young Black professionals on its payroll. The production wasn't just diverse on paper. It was built to open doors.

The Work

We made five films for the campaign, built around LCBO's partners and the sustainability work they're doing.

What changed

The number we're proudest of isn't on screen. Fifty-one young Black professionals were on our payroll for this work, through the partnership between the LCBO and the CEE Centre for Young Black Professionals. The equity in this campaign wasn't only in the films. It was in who got hired to make them.