BRINGING PEOPLE TOGETHER

1/18/2024

Giving back to the community : A special project with Reebok

AS THE YEAR IS SLOWLY COMING TO AN END, IT’S TIME TO REFLECT BUT ALSO TO CREATE NEW MEMORIES. FOR MOST OF US, THE HOLIDAY SEASON MEANS DELICIOUS FOOD AND GATHERINGS WITH OUR LOVED ONES, BUT IT CAN ALSO MEAN HAVING TO DEAL WITH LONELINESS FOR OTHERS. BEING VERY MINDFUL OF THAT AND ALWAYS TRYING TO GRAB EVERY OPPORTUNITY TO GIVE BACK TO OUR COMMUNITY, LB PARTNERED UP WITH REEBOK ON A VERY SPECIAL PROJECT.

As we know, the holiday season can be a challenging time for seniors. They are often socially isolated, which can be even harder at this time of year. As we try to remember to keep our hearts open, we really think that love and companionship can go a long way. With this initiative, we hope to bring a little bit of light and love to the seniors of our community.

With this project, we decided to bring together two generations. We had 100 youths draw personalized holiday cards for seniors in the Southwest community of Montreal. For each card that was created, Little Burgundy and Reebok provided a $100 grocery gift card to a family struggling with food security, totaling $10 000. It was important to us to not only bring love and warmth to the seniors, but also a little help to families in need.

However you choose to spend your holiday season, we really hope that you create meaningful memories. Happy holidays and warm wishes from our families to yours!

Credits

Director: Aimé Irabahaye

Director of Photography: Samuel Olaechea

Producer: Marie-Laure Buisson

Creative Director: Sam Karimi

Youth Lead: Isabella Rhenals

Senior Lead: Ronald Sayegh