Introduction
In a year marked by significant social change, LCBO made a strong commitment to advancing racial equity within Ontario and the broader beverage industry. By 2020, the company had made important strides towards addressing racial inequities but was ready to amplify its initiatives through a comprehensive campaign. LCBO partnered with Corex Creative to ensure their efforts were not just seen but felt, bringing their actionable steps toward equity to life in a way that would resonate deeply with Ontarians.
Objective
Our goal was to collaborate with LCBO in producing their first fully-integrated campaign, titled “Spirit of Sustainability.” This campaign was designed to inform LCBO’s audience about the company’s mission and journey toward creating lasting change. It spanned customer-facing, social, and internal channels, aiming to authentically engage the public and internal stakeholders with LCBO’s sustainability and racial equity initiatives.
What We Did
- Video Production and Creative Direction:
- Corex Creative partnered with LCBO to develop and script the campaign’s central video, “Spirit of Sustainability,” ensuring the messaging was engaging, relevant, and authentic.
- We directed and executive produced the video, featuring powerful interviews, stories, and content from key partners. This video was prominently hosted on LCBO’s website, allowing the brand to connect deeply with their audience.
- Short-Form Video Creation:
- To maximize engagement, we produced 30-second video clips that were shareable across multiple platforms, including the LCBO website, social media channels, and internal communication tools. These clips highlighted the impact and key messages of the campaign in an accessible and visually appealing format.
- Photography and Multimedia Content:
- We captured dynamic photos of campaign partners and initiatives, providing LCBO with high-quality visuals to be used across their digital platforms. These photos helped to tell the broader story of LCBO’s commitment to equity and sustainability.
- Behind-the-Scenes Content:
- Our team documented the production journey, filming behind-the-scenes footage to showcase the creative process. This content further engaged audiences by offering a glimpse into the making of the campaign and the dedication behind it.
Teamwork Makes the Dream Work
In alignment with the campaign’s mission, Corex Creative created opportunities for emerging creatives of color. Access to professional opportunities can be challenging for young creatives, and we sought to bridge this gap by hiring 45 youth from diverse backgrounds to work on this campaign. These individuals gained valuable, hands-on experience on set, contributing to the production and learning directly from industry professionals.
Conclusion
The “Spirit of Sustainability” campaign was a resounding success, amplifying LCBO’s dedication to equity and sustainability while fostering the development of the next generation of creatives. Through powerful storytelling and collaboration, Corex Creative helped LCBO deliver a meaningful message that resonated with both the public and their internal teams. The project not only highlighted the brand’s commitment to racial equity but also served as a platform for emerging creatives to shine.