Illustrate performance of the Double Wear Foundation - Estee Lauder’s flagship product. Showcase shade inclusivity, while celebrating strength, confidence, and success of Canadian athletes.

A Plus profiled a diverse group of Canadian of Canadian athletes and conducted rigorous performance testing of Double Wear Stay-in-Place Makeup. A Plus set builders designed and built a unique #ShadesofCanada branded gym, synthetic indoor ice rink, and climbing wall. Elegant, high-performance athletes were beautifully captured on film and video demonstrating Double Wear’s Waterproof, Sweatproof and Transfer-resistant benefits. Athletes answered a series of questions about their mindset for success, and high-performance makeup in the competitive arena – so they could speak unscripted and from the heart. A Plus also created the signature Shades of Canada Gold Maple Leaf branding, hashtags, and mesmerizing 3D product assets. 

Proudly Canadian, the Shades of Canada campaign made a triumphant return and created considerable buzz and positive feedback. The campaign was able to celebrate Canada’s diversity and inclusivity while showcasing our own strong, confident, and beautiful athletes ready to outlast the competition – just like their Double Wear foundation.