Creative in association withGear Seven

Child Cancer Survivors Turn Little Artists for Fondation Charles-Bruneau's Temporary Tattoo Campaign

Advertising Agency
Montreal, Canada
Sid Lee and IGA put out the call for children in remission to design the 'Tough Cookie' tattoos to help fundraise for the cancer research foundation

Fondation Charles-Bruneau is proud to be launching the 'Tough Cookies' campaign with grocers group, IGA. The temporary animated tattoos created for the campaign in support of Fondation Charles-Bruneau go on sale today. This year, the drawings of eight brave children who have beaten cancer were turned into temporary tattoos. 

It all started when IGA and creative agency Sid Lee put out a call for kids in remission to submit drawings of their favourite fruit, vegetable or other food. Eight beautiful drawings were selected from among the many submissions. Professional tattoo artists David Peyote and Cat Bijou then transformed the children’s drawings into temporary tattoos, much to the delight of our little artists. 

Two of the eight tattoos—Super Egg and Pineapple—were also animated in augmented reality. After applying the tattoo, simply go to on your cellphone and select the video of the tattoo you want to activate. You’ll need to have Facebook’s app on your device to see the animated tattoos. 

The two tattoo sheets, sold for $3 plus tax each, are available until September 30th, 2021, at all IGA stores in the province. 

‘Tough Cookies’ campaign artists 

The real tough cookies are the kids from all over Quebec who are in remission from cancer! 

They have all been in care at one of the four Charles-Bruneau centres and units and have all already participated in one of the Foundation’s flagship events with their families. 

  • Léonie Trahan (Saint-Boniface) — Pineapple 
  • Camille Giroux (Saint-Augustin-Des-Desmaures) — Strawberry 
  • Rose Robitaille (Pincourt) — Watermelon 
  • Myriam Tousignant (Saint-Boniface) — Donut 
  • Charlie Provost (Verchères) — Onion 
  • Louis-David Lessard (Saint-Jean-Sur-Richelieu) — Egg 
  • Ozzie Rivest (Laval) — Ice Cream Sandwich 
  • Julianne Faucher (Saint-Henri) — Hamburger

An inspiring partnership 

IGA is a valuable partner for Fondation Charles-Bruneau. For over 10 years, its unique involvement has enabled the Foundation to pursue its commitments to paediatric cancer research.

Fondation Charles-Bruneau is very grateful for the renewed support of IGA, its many store owners and their loyal customers. Together, we’re helping to build a cancer-free future for children. 

“The fight against paediatric cancer is a cause that is dear to us, and we at IGA are proud to have been involved with Fondation Charles-Bruneau for many years to support paediatric hematology and oncology projects and research. This year, we wanted to do something a little different by celebrating the creativity of the eight young heroes who battled the disease and designed these tattoos. I encourage people to support this initiative by buying our tough cookies tattoos and help give children with cancer a better chance of recovery.” – Carl Pichette, vice president, marketing, Sobeys Québec.

"Following the success of the last campaign, we redoubled our efforts to elevate the augmented reality experience. This year, it was the real tough cookies who dreamed up the tattoos and it was important for us to be generous with the experience we were offering by activating it in an even more interactive way," adds David Lambert, creative director at Sid Lee. When we witness the creativity and energy of these kids, we want to ensure that their message is heard and encourage people to get involved with the cause."

Agency / Creative
Post Production / VFX