What started as a small niche brand in Toronto, M•A•C cosmetics grew into a global brand, known for All Ages, All Races, All Genders. But with the introduction of smaller niche brands and the overall category in decline, the M•A•C brand in Canada had lost momentum and needed a refresh.  was still loved by the aging Gen Xer’s M•A•C but need an updated brand image for the younger generations.

Our creative solution was: “A Canadian Original.” We engaged nine Canadian originals from all across Canada, including Olympic and World champion ice dancer Tessa Virtue. Each one is specifically chosen to reflect the values that MAC has always stood for: equality and acceptance across All Ages, All Races, All Genders. Their story (each unique itself) along with interesting historical facts about the brand, came together to celebrate MAC’s Canadian roots, while showcasing the unique diversity of Canada (what sets us apart from the world).

• The brand contravened category-wide sales declines and in fact saw positive sales growth return for both lipstick and foundation, the two critical pillars of the business.
• The brand saw volume lifts in both on-line and retail sales channels.
• The campaign garnered a record amount of conversation in social media in Canada for the brand.