2024 Winner

During the 2023 National Bank Open, Quebec grocery chain IGA and Sid Lee capitalized on the performance of tennis star Iga Swiatek – based on the fact that the chain (kinda) sharing her frst name. Using a clever and low-budget strategy, IGA distributed supportive signs for Canadian players at the tournament, incorporating “Go IGA Go” messages alongside names like “Go Leylah Go” and “Go Bianca Go.” The signs garnered attention from news outlets and Swiatek’s fans, prompting
her to request one on Twitter.

The momentum peaked when TV networks presented Swiatek with an IGA sign live on television, reaching viewers in 150 countries. This grassroots initiative skyrocketed IGA’s visibility, with mentions increasing by 3,000% during the tournament and generating 220 million organic impressions – an impressive victory for such a
relatively small investment.

Credits

Alex Bernier, Executive Creative Director, Sid Lee
Olivier Goulet-Lafond, Copywriter, Sid Lee
Félix-Antoine Brunet, Art Director, Sid Lee
Alexis Caron-Côté, Copywriter, Sid Lee
Alexis Caron-Côté, Creative Director, Sid Lee
Priscilla Marullo, Account Director, Sid Lee
Sarah Brochet, Account Service, Sid Lee
Mathilde Fresne, Account Service, Sid Lee
Carl Pichette, Senior Vice-President of Marketing, Sobey's - IGA
Caroline Duhamel, Director, Marketing Communications, Sobey's - IGA
Catherine St-Laurent, Head, Promotion, Sponsorships and Community Engagement, Sobey's - IGA
Justine Petit, Marketing Specialist, Sponsorships and Partnerships, Sobey's - IGA
Kélian Desaga, Producer, Sid Lee
Isabelle Vouligny, Motion Design, Sid Lee
Noah Dauphinais, Motion Design, Sid Lee