We’ve always found the concept of the celebrity gifting suite inherently unfair — after all, these well paid (some might argue overpaid) individuals are the ones who can actually afford to buy up heaps of swag without a second thought, right?
But NKPR, the public relations company at the helm of all things TIFF, is bringing some balance to its VIP lounge by turning it into an opportunity to raise awareness and funds for two charities: Artists for Peace and Justice (APJ) and Camp Oochigeas.
Set up in the NKPR headquarters on Adelaide Street West, the IT Lounge invites guests to ‘get to know’ a range of global and local brands, such as RW & Co., Stila Cosmetics, Coccinelle, Fila, Kobo, et plus. In exchange for celebrity interest in their products, companies offer ways for guests to help raise funds for those in need. Goody, the go-to brand for bobby pins and brushes, for example, is donating $20 to Camp Oochigeas for every person who has a picture taken in its photo booth at the Lounge. Natasha Koifman, president and founder of NKPR, is donating $2 to APJ and Camp Ooch for every new Twitter follower she gains up until September 14 (@natashankpr).
Now in its sixth year, the IT Lounge has helped raised more than $200,000 for various charities in conjunction with NKPR’s other fundraising initiatives. Previous guests of the swish spot include Catherine Deneuve, Ryan Gosling, Ricky Jervais and Jennifer Garner. Off to a star-studded start, this year’s lounge has so far been graced by funny man Russell Peters, songstress Keisha Chante, actress Erin Karpluk and filmmaker Paul Haggis.
