2020 Winner

CASE SUMMARY

The best friendships take root and blossom out of the things we love. In the case of Anto and Maxime – the young protagonists of a two-minute Pixar-style film – that shared passion is food. The IGA’s “Inseparable,” created by Sid Lee, is the second in a series of sweet animated films from the Quebec grocer. In the long-form spot, the young children are shown trading lunch goodies as they grow older and eventually become separated when Maxime moves away. Food, however, remains their friendship glue. As part of the campaign, IGA donated $1 to La Tablée des Chefs every time someone shared the video on social media. The film moved people to spread the love, as more than 4.5 million people viewed it thanks to being shared 80,000 times.

Credits

Client : Sobeys, Carl Pichette – V.P. Marketing, Nancy Champagne, Alexandra Monti

Executive Creative Director : Alex Bernier
Creative Director : Julie Desrochers
Creative Team : Alexandre Béland, Alexis Caron-Côté
Group Account Director : Geneviève Boulanger
Account Director : Brian Feeny
Account Services Team : Judith Dupuis, Catherine Savoie
Strategist : Manuel Gobeille-Leblanc
Social Media : Odile Archambault, Lea Monaco, Laurent Tremblay

Production : Mathematic – Alex Pagot, Mélanie Parisi
Sid Lee Production : Carolyne Goyette
3D Director : Bertrand Bey
Audio and music : Circonflex – Paul-Étienne Côté, Dominic Cabana, Olivier Girard
Original song : Jean-Jacques Goldman

Media : Carat