2021 Winner
SilverMusic
SilverAnimation
IGA
"Sharing Is Everything"
Sid Lee
"Sharing Is Everything"
Sid Lee
Sid Lee’s heartwarming “Sharing Is Everything” campaign for IGA explores the relationship between a teenage girl at home and a sick boy in the hospital.
To bring the spot to life, 3D animation studio Shed Inc. spent 10,000 hours, working with 45 artists from Montreal and other parts of the world. No image or character in the spot was purchased; all the visuals were made entirely from scratch, including the six environments and various clothing arrangements seen throughout the ad. And a choice was made to pursue a cinema-like style, bringing viewers into the action through realism that captured IGA’s values of nutrition and quality, as well as those of the Charles-Bruneau Foundation, which the creative promoted.
Through the campaign, IGA merchants raised $727,085 in a holiday fundraiser to help fund pediatric cancer research in Quebec.
To bring the spot to life, 3D animation studio Shed Inc. spent 10,000 hours, working with 45 artists from Montreal and other parts of the world. No image or character in the spot was purchased; all the visuals were made entirely from scratch, including the six environments and various clothing arrangements seen throughout the ad. And a choice was made to pursue a cinema-like style, bringing viewers into the action through realism that captured IGA’s values of nutrition and quality, as well as those of the Charles-Bruneau Foundation, which the creative promoted.
Through the campaign, IGA merchants raised $727,085 in a holiday fundraiser to help fund pediatric cancer research in Quebec.
Credits
IGACarl Pichette – Vice President Marketing, Sobeys
Caroline Duhamel – Marketing Director, IGA and Rachelle Béry
Alexandra Monto – Manager, Marketing, IGA and Rachelle Béry
Nathalie Matte – Manager, Marketing, IGA and Rachelle Béry
Sandra Huynh – Marketing Specialist, Sponsorship and Partnership Strategy
SID LEE
Executive Creative Director
Alex Bernier
Creative Team
Alexandre Béland
Alexis Caron-Côté
Jean-François Légaré
Julie Desrochers
Content Creator
Laurent Tremblay
Strategy
Pauline Rosen
Pauline Despres
Account Services
Geneviève Boulanger
Judith Dupuis
Production
Marie-Christine Toupin
Rose Gauthier-RobitailleCarolyne Goyette
Media
Carat
SHED - ANIMATION
Director
Chloé Robichaud
Supervision
François Hogue
Roxan Carle
Mathieu Goulet-Aubin
Gabriel Grenier
Geoffrey Skrajewski
Post
Charles-Etienne Pascal
Étienne Theriault
Production
Renaud Coté
Heather Graham
CIRCONFLEX - MUSIC & SOUND
Paul-Étienne Côté
Dominic Cabana
Olivier Girard
Laurence Guichandut
Pierre-Hugues Rondeau
“Toujours Vivant” - Gérald Boulet, Michel Rivard
©Éditions Boulet de canon, Éditions Sauvages (SOCAN)