senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

A Quebec Supermarket Is Raising Money for Cancer Research with AR Tattoos

04/06/2019
Advertising Agency
Montreal, Canada
157
Share
Sid Lee Montreal launches campaign for IGA in support of the Fondation Charles-Bruneau
IGA is launching animated tattoos for tough cookies, benefiting the Fondation Charles-Bruneau, created by Sid Lee. Until June 12, they will be sold in-store to raise funds for paediatric cancer research. 

As a long-time partner of the Fondation, IGA wanted to find a new way to solicit donations. “Every year our customers are extremely giving, and this year, we wanted to give them an extra reason to be generous,” explains Nancy Champagne, Marketing Director at Sobeys. 

“Children who have cancer go through so many hardships. They’re real tough cookies,” says Julie Desrochers, Creative Director at Sid Lee. “We wanted to pay tribute to them and encourage them, but we also wanted to make them laugh. So we looked for a way to raise money for the Fondation using a positive message that wouldn’t play the pity card, and that everyone could participate in.” 

That’s how they came up with tattoos for tough cookies, the first temporary tattoos animated in augmented reality using Facebook’s AR technology. “We’ve seen a lot of attempts with augmented reality that have fallen flat because there were too many steps to get it to work. By using the functionality that was recently integrated to the Facebook app, it becomes much easier because there’s nothing to download.” 

Five different versions were created: a sushi, two broccoli variants, a cookie, and a singing potato. Each tattoo comes with a message of encouragement and when you look at them through a phone, they come to life in a fun way. 


Pierre Bruneau, a well-known anchorman in Quebec who lost his son, Charles, to cancer 31 years ago, is seen getting a tattoo to promote the initiative. “We generated anticipation by posting photos of Mr. Bruneau in a tattoo parlour on Instagram,” explains Jocelyn Goyer, art director at Sid Lee. “It was picked up by tons of websites and it really grabbed people’s attention." 

The video is accompanied by a complete campaign whose goal is to boost sales of the tattoos in-store: videos, radio, print, billboards, web banners and POS displays. The initiative would not have been possible without a generous contribution from Québécor, who is also a major partner of the Fondation. 

The tattoos are on sale for $2 each in-store and on igatattoos.com. But hurry, they’re temporary. 
Brand
Agency / Creative
Media
Production
Post Production / VFX
Editorial
Music / Sound
SIGN UP FOR OUR NEWSLETTER
Work from Sid Lee
Pardon People. Not Poultry.
Last Prisoner Project
19/11/2024
36
0
Paulo's Wish
IGA
11/11/2024
20
0
Any Way You Can
United Way Greater Canada
19/09/2024
30
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0