2024 Winner
BronzeBranded Content
IGA (Sobeys) / Fondation Charles-Bruneau
"(Re)Search & Find"
Sid Lee
"(Re)Search & Find"
Sid Lee
In response to declining engagement in charity campaigns, IGA and Sid Lee came up with an innovative way to raise public awareness and encourage support for child cancer centre Fondation Charles-Bruneau. They launched “(Re)search and Find,” a search-and-find game playable on both mobile and desktop devices.
The game features 25 “Tough Cookies,” characters created by children who have beaten cancer, hidden across three levels. Each character’s discovery unveils the story of a brave child and prompts donation opportunities. Illustrated by a renowned artist Audrey Malo, the game received significant media coverage, drawing over 20,650 players and raising $498,252 in 2023 alone – an 11% increase from the previous year.
The multi-year campaign has cumulatively raised $1.6 million, funding vital research for paediatric cancer. By connecting players directly to the stories of children affected by cancer, the game fosters empathy and support for the cause, offering a fresh and meaningful way to engage donors and raise awareness.
The game features 25 “Tough Cookies,” characters created by children who have beaten cancer, hidden across three levels. Each character’s discovery unveils the story of a brave child and prompts donation opportunities. Illustrated by a renowned artist Audrey Malo, the game received significant media coverage, drawing over 20,650 players and raising $498,252 in 2023 alone – an 11% increase from the previous year.
The multi-year campaign has cumulatively raised $1.6 million, funding vital research for paediatric cancer. By connecting players directly to the stories of children affected by cancer, the game fosters empathy and support for the cause, offering a fresh and meaningful way to engage donors and raise awareness.
Credits
Priscilla Marullo, Account Director, Sid LeeDavid Lambert, Creative Director, Sid Lee
Gaëlle Paquet, Account Executive, Sid Lee
Francis Levesque, Art Director, Sid Lee
Quentin Fachon, Copywriter, Sid Lee
Catherine Savoie, Account Supervisor - Producer, Sid Lee
Joannie Tellier, Producer, Sid Lee
Nadia Gilles, Account Executive, Sid Lee
Krissi Campbell, Copywriter, Sid Lee
Amina Coric, QA Specialist Freelancer, Sid Lee
Jean-François Lavigne, Group Strategy Director, Sid Lee
Jonathan Pallett, Group Strategy Director, Sid Lee
Mathieu Ricard, Devops Specialist, Sid Lee
Nico Wlock, Senior Digital Strategist, Sid Lee
Pascal St-Laurence, Technical Director, Sid Lee
Ti-Leng Thang, Director, Digital Production, Sid Lee
Vincent Clément, Project Manager, Sid Lee
Yanick Bédard, Managing Director, Sid Lee Digital, Sid Lee
Sam Winsor, UX Designer, Sid Lee
Patrick Freedom Mayer, Lead Creative Developer, Sid Lee
Jonathan Gablin, SR. Creative Developer, Sid Lee
Jonathan Brule, Full-stack Developer, Sid Lee
Julien Poisson, Art Director, Sid Lee
Olivier Valiquette, Creative Director, Sid Lee
Paul Gaspari, Motion Designer, Sid Lee
David Leclerc, Motion Designer, Sid Lee
Alex Bernier, Executive Creative Director, Sid Lee
Patricio Bouey, Graphic Designer and Brand Keeper, Sid Lee
Andréanne Denis, Post-production Producer, Sid Lee
Camille Thibault-Giguère, Post-production Producer, Sid Lee
Tony Nedyj, Post-production Producer, Sid Lee
Noah Dauphinais, Motion Designer, Sid Lee
Mathieu McSween, Directeur Artistique / Motion Designer, Sid Lee
Eloi Arseneault, Editor, Sid Lee
Elena Demai, Assistant Editor, Sid Lee
Sonya Nadon, Assistant Editor, Sid Lee
Hugo Beaupré, Videographer, Sid Lee
Nicolas Naulevade, Sid Lee
Audrey Malo, Illustrator
Carl Pichette, Client
Caroline Duhamel, Client
Catherine St-Laurence, Client
Chloé Daigneault Paris, Client