The aim was to develop a social and environmental impact program to help Reef Organic take action and make measurable impacts towards their values of diversity, sustainability and innovation.

The tone was to be friendly, authentic and engaging, speaking directly to the core values of the LGBTQIA+ community. The use of vibrant colours symbolize the celebration of individuality and the freedom to express oneself authentically, while the holographic background signifies the transformative and progressive nature of the program.

A successful inclusive campaign was developed that was well received and highly celebrated by its intended audiences, receiving an ADCANN award for Best Social Good Campaign in 2022. Aqualitas Inc. donated 1 per cent of the profits from the campaign sales to 2SLGBTQIA+ programs in Canada. The PRIDE 2022 initiative gathered over $5,000 from the sales of 17,967 True Colours products from June 1- Sept. 30 2022.

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Creative Direction
Design
Packaging

Agency: Sputnik Art Inc. / Y Creative