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IGA Prepares Canadian Athletes for Success in Touching Animated Spot

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Following on from the Christmas campaign 'The Trophy', Sid Lee celebrates IGA's sponsorship for the 2022 Beijing Olympic team

IGA Prepares Canadian Athletes for Success in Touching Animated Spot

As a sponsor of Team Canada at the Beijing 2022 Olympic and Paralympic Winter Games, IGA has partnered with creative agency Sid Lee to create a new short animated film. Titled ‘The Athlete’, this 60 second message is the surprise follow-up to ‘The Trophy’ released in November of last year.  

“As the official grocer of Team Canada, we are extremely proud to support, feed and help our athletes grow,” says Carl Pichette, vice-president of marketing for Quebec at Sobeys. "With this approach, we wanted to transcend the theme of surpassing oneself to show how much sharing a family passion, for both sports and food, can define an athlete's path in the pursuit of their Olympic and Paralympic dreams.”  

“The challenge we gave ourselves a year ago was an ambitious one: create a traditional IGA holiday story that sets the stage for Team Canada sponsorship, while keeping the effect of the surprise a  secret,” explains Julie Desrochers, creative director at Sid Lee. “Now that the second film has been released, we’re really looking forward to the public’s reaction.”  

Recipes for Champions 

This launch also marks the kick-off for the web series, ‘Recipes for Champions’, featuring Team Canada‘s athletes from Quebec Mikaël Kingsbury (freestyle skier), Mélodie Daoust (ice hockey player), Max Parrot (snowboarder), Laurent Dubreuil (speed skater) et Frédérique Turgeon (Para alpine skier).  

Led by chef Stefano Faita, these five capsules present our athletes attempting to concoct a better version of a favourite childhood recipe, in a competition against their own parents. A fun pretext to discover the connections between family, food and elite sports.  

Empire Company Limited and its family of brands will provide grocery cards to all qualified 2022 Winter  Olympic and Paralympic athletes. This will ensure that the athletes can prepare all of their favourite recipes. The grocery cards can be redeemed for nutritious food at Empire banner stores, including IGA. 

The IGA film ‘The Athlete’ is available to watch on the web, television, and on social media until February 20th, 2022. To watch ‘Recipes for Champions’ and the whole Feed the Dream campaign, visit here

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Client: Sobeys - Carl Pichette, Caroline Duhamel, Geneviève Gouin-Demers, Johanne Lescadre, Sandra Huynh, Julie Gendron, Frédérique Cyr-Labrie, David Auger-Simard, Karine Lebel, Pascaline Varin, Vincent Globensky, Catherine Gadbois


Agency: Sid Lee

Creative Direction: Alex Bernier (Film) David Lambert, Julie Desrochers and Olivier Valiquette (Recipes for Champions)

Creative Team: Mathieu Bouillon, Miriam Rondeau, Julie Desrochers, Krissi Campbell, Andréane Voyer, Sarah Lemire, Paul Gaspari (Film) and Pascal Gagnon, Alex Lachapelle, Andréane Voyer, Miriam Rondeau, Mathieu Bouillon, Krissi Campbell, Sarah Lemire (Recipes for Champions)


Production: Joannie Tellier, Carolyne Goyette, Magali Loiselle (Film), Rose Gauthier-Robitaille, Chanel Galipeau, Marie-Ly Cormier, Marie-Christine Toupin (Recipes for Champions)

Strategy and Accounts

Strategy: Pauline Rosen, Marilyse Dionne, Gonzague Mulot

Account Services Team: Geneviève Boulanger, Ariane Poitras, Catherine Savoie, Judith Dupuis, Khaled Antably


3D Production: Mathematic

Directors: Bertrand Bey, Marie-Julie Dallaire

Production: Alexandre Pagot, Jérémy Dumetre, Mathieu Taggart

CG Supervisor: Martin Trepeau

Audio & Music: Circonflex

Music: Mike Daigle, Olivier Girard, Paul-Étienne Côté

Sound Design: Pierre-Hugues Rondeau

Mix: Dominic Cabana

Recipes for Champions:

Director: David Tomassini

Editing and Motion Design: Sid Lee

Colorisation and Online: Chop chop Films

Audio: BLVD


Media: Carat - Maryse Archambault, Annie Forget, Simon Garneau, Nathalie Bilodeau, Jessica St-Gelais Lapointe

Genres: Animation, Storytelling

Categories: Retail and Restaurants , Supermarkets

Sid Lee, Wed, 26 Jan 2022 15:46:45 GMT