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Pen Pals Exchange Origami in Tearjerker Supermarket Ad for a Good Cause

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IGA Supermarkets uses its holiday tale to support Fondation Charles-Bruneau with new film from Sid Lee, alongside animated origami becoming available in all IGA stores across Quebec

Pen Pals Exchange Origami in Tearjerker Supermarket Ad for a Good Cause
For the third year in a row, IGA supermarkets is launching an animated film for the holidays, titled 'Made with Love', in collaboration with the creative agency Sid Lee. This tale, about the ripple effects of sharing and food’s ability to bring people together, also supports a fundraiser with animated origami, available in all IGA stores across Quebec.

The goal is to help finance research in the area of paediatric oncology for the Fondation Charles-Bruneau.

“IGA has been proudly supporting the Fondation Charles-Bruneau for over 14 years,” said Caroline Duhamel, marketing director at IGA and Rachelle Béry. “Given the current situation, it’s much harder for non-profit organisations to maintain their financing. That’s why we used our holiday movie to support a cause that’s near and dear to our hearts. By working together, we can help advance research and one day give many families in Quebec the best gift of all: a cure.”

Three different folded-up 'Origaminis' inspired by the short film come to life thanks to augmented reality: Snackin’ Santa, Carole’s Carols, and the Ping-Pong Penguin.

“This holiday season is pretty unique. People are being over-solicited, so we wanted to come up with an original way to raise money,” explained Julie Desrochers, creative director at Sid Lee. “After experiencing success with last year’s animated tattoos, we took it to another level with interactive origami characters that can also be used as ornaments. We’re not selling an object; we’re creating fun family moments while supporting sick kids. And we’re doing this by getting the most out of what our artisans do best: combining storytelling, craft and technology.”

The short film is online on the IGA, Vive la bouffe Facebook page and on IGA's website. The Origaminis are on sale until 30th December for $3, tax included, in all IGA stores in Quebec.

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Client: IGA Supermarkets

Announcer: Carl Pichette - vice president marketing at Sobeys, Caroline Duhamel, Alexandra Monti, Nathalie Matte, Sandra Huynh, Maxime Chamaillard, Mathieu Bourque


Agency:  Sid Lee

Executive creative director:  Alex Bernier

Group account director:  Geneviève Boulanger

Vice president, strategy:  Pauline Rosen

Creative directors:  Alex Bernier (Film), Julie Desrochers (Origaminis)

Creative team:  Alexandre Béland, Alexis Caron-Côté, Jean-François Légaré, Benjamin Lamingo L’écuyer et Éric Valiquette (Origamins)

Strategy:  Pauline Després

Account services:  Judith Dupuis, Catherine Savoie, Juliette Fillion

Content:  Laurent Tremblay


Production company:  Sid Lee

Creative: Marie-Christine Toupin, Rose Gauthier-Robitaille, Carolyne Goyette

3D production:  Shed- François Hogue, Roxan Carle, Heather Graham et Catherine Paillé

Director: Chloé Robichaud

Production (Origaminis) :  Sid Lee- Sarah Longpré, Sébastien Lusignan

Music and Sound

Music and sound:  Circonflex - Paul-Étienne Côté, Olivier Girard et Dominic Cabana

Original song:  Toujours vivant par Gerry Boulet, Michel Rivard


Post-production:  Sid Lee

Creative directors – Post-production:  Christian Ayotte, Olivier Valiquette

Creative AR developers:  Jérémy Fréchette, Giacomo Ferron, Louis Thériault-Boivin

2D animation:  David Leclerc

Videographer & editor:  Daniel Daigle

Colouring:  Béatrice Tremblay

Origami maker:  MomoTako art - Michelle Wallace

Design & sound editing:  BLVD

Influencer and media

Influencer agency:  Clark

Strategy, planification & media activation:  Carat - Maryse Archambault, Annie Forget, Catherine Brousseau, Nathalie Bilodeau, Simon Garneau, Samuel Pothier, Alexane Morra, Catherine Robert, Margot Jacquemet, Tania Santana et Ghita Hajjam

Media partners:  Québecor, Bell, Radio-Canada, Télé-Québec, TV5, Rogers, Outfront, Pattison, Astral, Capitales Médias, La Presse, Verizon, Spordle, Kijiji, Media Tonik, S4M

Genres: Animation

Categories: Non-Profit, Corporate, Social and PSAs

Sid Lee, Thu, 26 Nov 2020 16:56:39 GMT