2020 Winner

CASE SUMMARY

To support the Foundation Charles-Bruneau – which raises money for children with cancer – IGA worked with Sid Lee to reinvent donations at checkout. Four food-related, child-friendly tattoos were created and then animated using Facebook’s Spark AR platform, which is free to use and requires no additional app download. Using the mobile app, children could see the tattoos come to life on their arms, which helped drive their perceived value and raise more money for the cause. The campaign was teased in an ad featuring Pierre Bruneau, a Quebec news anchor and founder of Fondation Charles- Bruneau. In three weeks, 225,000 tattoos were sold, helping to raise $450,000 for
the foundation (a 30% increase from the year before).

Credits

Clients: Sobeys (Carl Pichette, Nancy Champagne, Mathieu Hébert-Thompson, Alexandra Monti, Marlène Papineau and Maxime Chamaillard)

Agency: Sid Lee
Executive creative director: Alex Bernier
Creative director: Julie Desrochers
Creation team: Jocelyn Goyer, Etienne Théberge, Julien Roub-Charland, Benjamin Lamingo, Krissi Campbell and Christopher Jones
Account team: Brian Feeny, Catherine Lussier, Catherine Savoie and Jenny Pham
Strategy: Manuel Gobeille-Leblanc and Odile Archambault
CRM: Camille Fortier-Jordan and Charlotte Barrière
Media: Québecor and Carat
Production: Sarah Longpré, Marie-Soleil Patry and Marie-Ève Lévesque
Post-production – Sid Lee Studio: Olivier Valiquette, David Leclerc, Isabelle Vouligny, Fredérick Aumont and Béatrice Tremblay
Digital Production – Sid Lee: Guillaume Raymond, Jonathan Brulé, Alex Pilon and Caroline Royer
Director and DOP: Thomas Soto
Editing: Laurent Bernier and Carl Munger
Audio: BLVD – Olivier Rivard
Music: Denis Drolet