Together, we can Right the Story.
Cheekbone Beauty’s mission is to help Indigenous youth see and feel their value in the world while crafting sustainable cosmetics. Earlier this year, Cheekbone Beauty was awarded $1 million worth of Bell Media inventory for its “Right the Story” campaign in support of Indigenous communities. This award was made possible thanks to the Institute of Communication Agencies (ICA) and Bell Media as they collectively launched the first-ever IDEA (Inclusivity, Diversity and Equity in Advertising) Competition. The purpose behind the contest was to showcase, celebrate, and increase the diversity and inclusion of Indigenous representation in advertising. With the tremendous support of our creative agency Sid Lee, we submitted a positive news "smear campaign" to boldly face the negative headlines and media stereotypes of our people while championing positivity and defiance. Realizing the potential of the campaign, Cheekbone Beauty and Sid Lee also presented the opportunity to Sephora Canada who not only agreed to provide funding for the production, but to give our best-selling shade, Aki, a place in-store at 9 flagship locations across Canada! When you support a small business, you are supporting a dream.
Right the Story is about recentering Indigenous voices. Through our songs, dances, art and poetry, the gift of storytelling preserves and connects us to our history, passing down deep knowledge and respect for our natural resources. From missing and murdered, to cultural appropriation and unequal educational funding gaps for Indigenous kids, we are too often undermined and overlooked by the influence of Westernized mass media. Taking control of our narrative for far too long, we’re left searching for permission to be ourselves and finding a place where we belong. Our stories are worth telling, sharing, and listening to.
Cheekbone Beauty is taking back the narrative one lipstick at a time. Our power comes from our voice, language and lips, and that’s why we chose our well-loved Aki (AH-KEE) SUSTAIN Lipstick as the hero product for Right the Story. Sustainability is inherently embedded in our roots and we honour that in everything we create at Cheekbone Beauty. You can feel good about our handcrafted, biodegradable vegetable ink packaging and sustainably sourced ingredients while protecting Indigenous youth and our planet. You can safely dispose of your SUSTAIN Lipstick by separating the plastic mechanism and cardboard as you compost the paper components and recycle the plastic. Aki is a classic blue-red meaning ‘land’ and ‘earth’ the Ojibwe language, representing Cheekbone Beauty’s founder & CEO Jenn Harper Anishinaabe roots. As 1 of 8 universally flattering shades, each SUSTAIN Lipstick is named after the word for earth and/or land in one of over 7000 Indigenous languages!
Cheekbone Beauty gives thanks to the ancestors, keepers and locals of the Yukon territories that protect and nurture the resources we used to create this film. Land acknowledgements are a key player in recognizing that we’re occupying space on stolen land. Considering the land you are standing on, wherever you are, brings awareness to Indigenous presence while discovering the sustainability practices of the landscape.
We acknowledge the traditional territories of Yukon First Nations and the importance of showing respect:
- for the land by leaving it as we find it
- for the water, habitat and all living animals
- for the culture, traditions, virtues and values of each distinct nation
When people come together, we can achieve extraordinary things. From the bottom of our heart, we give thanks to the entire team for believing in Cheekbone Beauty and for their contributions in bringing this project to life. Below, we share the complete 95% Indigenous cast and crew listing. In the spirit of adaptation, we’re incredibly grateful for the opportunity to harness the power of contemporary communications as an outlet to honour our identities and ancestral teachings. Through film and contemporary media, it is our turn to shift perspective and inspire new ways of thinking of living.
Thank you to our community for being there for us. Your voice and support are crucial to the success of Cheekbone Beauty - we would simply not exist without you. Today, we invite everyone to join in on righting the story. With you, your phone, and a lipstick, stand in front of a mirror or window and spell out ‘Right the Story’ with your lipstick. Live, capture and share the moment on your socials using #RightTheStory!
Featured in our limited edition box, you can pick up our Aki Lipstick at one of select Sephora Canada locations:
- Toronto (Bloor St., Eaton’s Centre, Yorkdale, Square One)
- Montreal (Ste. Catharine Street)
- Vancouver (Pacific Centre)
- Edmonton (West Edmonton Mall)
- Calgary (Chinook Centre)
- Winnipeg (Polo Park)
When you look in the mirror, what do you see? Together, we can craft the future we wish to see in the world. Learn, grow, and welcome the gift of multiple perspectives into your life. When we come face to face with ourselves, we become present and confront the things we fear and hide. When we are at peace with ourselves, the reality of our inner world reflects the world around us. If we practice a little more self-compassion for each other, we have the power to a build a more peaceful and sustainable future for all. Look in the mirror and realize your potential. You’ve had your voice all along.
Do Good. Feel Good. Look Good.
Love,
The team at Cheekbone Beauty
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TSU North / Circle Productions |
Production Company |
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Shaunoh Anderson |
Director / DOP |
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Maggie Mac |
EP |
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Laurence Payne |
EP |
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Karen Tamenko |
EP |
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Colin Van Loon |
Producer |
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Brianne Bremner |
Production Manager |
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Rob Antill |
1st AC / Drone |
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Mike Code |
2nd AC |
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Ohkwá:ri Wilson |
Grip/Gaffer |
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Lea Ann McNally |
Production Designer |
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Candace Gribben |
Make-up |
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Victoria Williams |
Hair |
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Guna Jensen |
Stylist |
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Jeff Moore |
Production Assistant |
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Isaiah Gilson |
Production Assistant |
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Sylas Itsi |
Production Assistant |
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Marilyn Jensen |
Community Consultant |
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Kyle Creswell |
Locations Support |
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Jeff Hamm |
VTR |
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Gary Bremner |
Stills |
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Lighting William F. White International |
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Grip and Locations Screen Production Yukon Association |
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Catering Beans and Lou Lou / Caribou Crossing Coffee |
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Photoshoot TO |
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Billie Chiasson |
Photographer |
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Lisa Bonnici |
Photographer's Rep |
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Aarin Mackay |
Producer |
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Hallie Arden |
Assistant |
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Kyleigh Telford |
Digit Tech |
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Michelle Silverstein |
H&M |
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Jessica Solorzano-Vincent |
Makeup |
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Deandra Wells |
Hair Stylist |
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Santanae Luzige |
Wardrobe Stylist |
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Photoshoot LA |
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Billie Chiasson |
Photographer |
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Lisa Bonnici |
Photographer's Rep |
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Aarin Mackay |
Producer |
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Linda Pianigiani |
Assitant |
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Valerie VonPrisk |
Makeup Artist |
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Nena/Tanya Melendez |
Hair Stylist |
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Georgie PG - Dr. Nadine |
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George Lawson |
Photographer |
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The Pepper Tree (Shannon Wright) |
Hair Stylist |
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Focal Point Studios (Jayson Hencheroff) |
Studio |
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Theresa Riggan |
Makeup Artist |
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Talent |
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Zoey Roy |
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Joy SpearChief-Morris |
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Autumn Peltier |
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Ravyn Wngz |
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Quannah Rose Chasinghorse |
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Dr. Nadine Caron |
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TV |
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Angela Code |
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Tamika Knutson |
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Aurora Knutson |
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Siku Allooloo |
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Mandee Rae McDaonald |
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Melaw Antoine |
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Tanner Coyne |
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Audio |
TA2 |
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Colour |
Alter Ego |
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Agency |
Sid Lee |