2023 Winner

IGA (Sobeys) created “The Meatloaf” for its annual holiday campaign. The animated film, by Sid Lee, evoked the warmth of the season by showing a family’s humorous attempts over the years to covertly feed the family dog the meatloaf a beloved aunt always brings. After the aunt passes, the family recreates the meatloaf – out of love for her and the tradition - only to discover that the aunt knew all along they were pretending to eat her food, and was grateful for their love in doing so.

Credits

Thalie Poulin, Group Account Director, Sid Lee, Montreal Priscilla Marullo, Account Director, Sid Lee, Montreal Laura Boutet, Account Executive, Sid Lee, Montreal Gaëlle Paquet, Account Coordinator, Sid Lee, Montreal Camille Pilote, Account Coordinator, Sid Lee, Montreal Édouard N’Diaye, Sr. Strategist, Sid Lee, Montreal Marc-André Dubois, Strategist, Sid Lee, Montreal
Alex Bernier, Executive Creative Director, Sid Lee, Montreal Quentin Fachon, Copywriter, Sid Lee, Montreal
Francis Lévesque, Art Director, Sid Lee, Montreal
Krissi Campbell, Writer, Sid Lee, Montreal
David Lambert, Creative Director, Sid Lee, Montreal
David Allard, Director, Creation and Innovation, Sid Lee, Montreal
Jonathan Lavoie, Director, Creation and Innovation, Sid Lee, Montreal
Julie Desrochers, Creative Director, Sid Lee, Montreal
Étienne Théberge, Associate Creative Director, Sid Lee, Montreal
Étienne Roy-Martel, Designer, Sid Lee, Montreal
Joannie Tellier, Producer, Sid Lee, Montreal
Paul Gaspari, Graphic Artist, Sid Lee, Montreal
Yanick Bédard, Managing Director, Sid Lee Digital, Sid Lee, Montreal
Catherine Simard-Boulé, Director, Project Planning and Resourcing, Sid Lee, Montreal Sonya Nadon, Sr. Assistant Editor, Sid Lee, Montreal
Audrey-Claude Roy, Art Director, Sid Lee, Montreal
Cecile Tousignant, Designer, Sid Lee, Montreal
Danick Gemme, Graphic Artist, Sid Lee, Montreal
Mathieu Pigeon, Director, Digital Production, Sid Lee, Montreal
Ti-Leng Thang, UX Director, Sid Lee, Montreal
Jean-Francois Dumais, Executive Creative Director, Sid Lee, Montreal
Jean-Philippe Robin, Front-end Developer, Sid Lee, Montreal