2024 Winner
GoldAnimation
IGA (Sobeys)
"Mr. Beaver's Yule Log"
Tonic DNA
"Mr. Beaver's Yule Log"
Tonic DNA
IGA wanted to draw attention to the prevalence of food insecurity during Quebec’s holiday season – a sad reality that forces many to go without Christmas dinner. So, the supermarket chain created “Mr. Beaver’s Yule Log,” a touching animated TV spot by Tonic DNA where a grandfather tells the story of a “crochety old beaver who
never shared his yule log” to his grandchildren.
The commercial was a new visual style for IGA and was inspired by stop-motion animation. It was also tied to the brand’s “Yule Log of Generosity” fundraising effort, allowing customers to donate any amount they wish in return for a log, with all of the profits going directly to food banks. It was immediately evident that the campaign resonated, as Yule logs quickly sold out. Ultimately, 28,000 were sold, generating
nearly $1.9 million to assist families in need.
never shared his yule log” to his grandchildren.
The commercial was a new visual style for IGA and was inspired by stop-motion animation. It was also tied to the brand’s “Yule Log of Generosity” fundraising effort, allowing customers to donate any amount they wish in return for a log, with all of the profits going directly to food banks. It was immediately evident that the campaign resonated, as Yule logs quickly sold out. Ultimately, 28,000 were sold, generating
nearly $1.9 million to assist families in need.
Credits
Client: IGAAgency: Sid Lee
Directors: Kun Chang, Fabien Fulchiron
Executive Producer: Stefanie Bitton
Senior Producer: Frédérique Parenteau
Project Manager: Stefen Lamontagne
Coordinator: Fanny Desseaux
Storyboards: David Goldstyn, Ana Eskildsen, Michelle McKelvey-Faucher
Editing: Marc-André Bourgoin & Nadim Chartouni
Concept Art: Pedro Conti, Lisandre Thériault-Brunet,
Character Design: Isabella Ceravolo, Michael Renaud,
Environment Design: Cindy Foucault, Phoebe Mao
CG supervisor: Fabien Fulchiron
3D Character supervisor: Pedro Conti
Character Modeling and grooming: Flooul Animation, Pedro Conti, Gustavo Ramos, Lincoln Horita
Character Rigging: KippCase Rigging Studio
Environment Modeling: Fabien Fulchiron, Lisandre Thériault-Brunet, Ariane Ouimet
Texture & Lighting: Fabien Fulchiron, Lisandre Thériault-Brunet, Ariane Ouimet,
Maxime Pelletier
Animation Supervisor: Wiley Townsend
Layout and Posing: Cindy Foucault
3D Animation: Cindy Foucault, Gabriel Fazzioni, Wiley Townsend
3D Animation- Nebula Studio
Project Manager: Ana Fino
Animation Coordinator: Miguel Madaíl de Freitas
Animators: Ahmed Adel, David Omair, Gabriel Garcia Poignet
Matte Painting: Michael Renaud
Compositing Lead: Marc-André Bourgoin
Compositing: Marta Grasso, Marc-André Bourgoin
Motion Design: Alien Ma Alfonso
Color grading: Benoît Côté