2021 Winner

Some people are intimidated by online shopping. IGA wanted to prove that it’s not rocket science. So it tasked Sid Lee to create a campaign that would show the simplicity of click-to-purchase.

The agency came up with “EmojIGA,” which saw the retailer post OOH ads in and around Montreal metro stations, inviting riders to search and find different food and beverage products represented by emojis. Each billboard featured a combination of emojis, which people could then text to the retailer’s “EmojIGA’’ chatbot (at the number 606060) to receive a free product. The retailer gave away 35,000 digital promotional codes, showing just how easy shopping online can be.

Credits

CREDITS
CLIENT: IGA (Sobeys)
AGENCY: Sid Lee
MEDIA: Carat

SOBEYS
Vice President Marketing (Sobeys): Carl Pichette
Marketing Director – Loyalty, Promotions and Digital and Mobile Strategy: Mathieu Hébert-Thompson
Digital Strategy Specialist, Marketing: Mathieu Bourque
Marketing Manager (IGA and Rachelle Béry): Alexandra Monti
Social Media Specialist: Maxime Chamaillard
Digital Strategy Coordinator, Marketing: Catherine Gadbois

SID LEE
Executive Creative Director: Alex Bernier
Creative Director: Julie Desrochers
Copywriters: Etienne Théberge, Mathieu Bouillon, Alexis Caron-Côté and Félix Drouin
Art Directors: Francis Lévesque, Maxime Jenniss, Tanya Machado and Paul Martel
Group Account Director: Geneviève Boulanger
Account Director: Brian Feeny
Accounts Team: Judith Dupuis, Catherine Lussier and Juliette Filion
Strategy: Manuel Gobeille-Leblanc
Social Media: Odile Archambault and Laurent Tremblay
Digital Production Director: Guillaume Raymond
Product Manager: Caroline Royer
Account Services Coordinator – Digital: Vera Barile
Developers: Nicolas Beaucage, Marc-Olivier Fortin, Kyle Serebour, Daniel Petitclerc and Pascal Rioux
DevOps: Alex Pilon

CARAT
Account Director: Maryse Archambault
Supervisor, Media Planning: Mylène Fortier
Assistant, Media Planning: Alexandra Bouchard