2018 Winner

Consonant Skincare

Reskinning Queen Street West

Zulu Alpha Kilo

GoldBest Use of Media - Best in Out-of-Home/Ambient/Place-Based Media - Budget Under $100,000

Zulu Alpha Kilo thought outside the four walls of Consonant Skincare’s new flagship store on Toronto’s trendy Queen Street West. The Canadian company challenges the beauty industry by selling 100% natural products, and so (naturally) it needed to challenge the way it markets its products, too. The team located surface textures in the neighbourhood that would prompt shoppers to consider seeking the brand’s skin solutions. Textures included concrete, brick, plywood and stone, accompanied by the caption “If your skin feels like this, visit us on June 30th.” An adhesive was also created to display the dirt that can build up on a person’s skin after a day in the city. Opening-day lineups and transactions were double the expected.

Credits
Client: Consonant Skincare
Marketing Team, Consonant Skincare: William Baker, Kristina Breckon, Jynessa Marczuk
Studio Artist: Ashleigh O’Brien, Greg Heptinstall
Agency Print Producer: Teresa Bailey

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Gary Watson
Design Director: Ryan Booth
Art Director: Kevin Sato, Kyle Winsor, Manali Kulkarni
Writer: Monika Leck, Ian Dunlop, Dylan Verwey
Designer: Jack Curtis
Account Team: Lisa Sousa, Nadine Arsenault, Skye Gandy
Video Production: Kevin Corvetti & Molly Calkins
PR Company: Rock-it Promotions
PR Team: Kelly MacDonald, Myriam Tardif
Photographer: Shereen Mroueh
Print Production (Company): Seamliss Graphics & Marketing
Print Production: Steve Cowan