Creative in association withGear Seven

IGA and Sid Lee Introduce Temporary Tattoos That Transform into an Audio Story

Advertising Agency
Montreal, Canada
Sid Lee created temporary tattoo comics featuring characters in collaboration with children who have had cancer

IGA and Sid Lee are announcing the return of the Tough Cookies campaign, which for the fifth consecutive year will benefit the Charles-Bruneau Foundation. The campaign helps with research and provides essential support to children and families affected by paediatric cancer.

For this special edition of Tough Cookies, Sid Lee created temporary tattoo comics featuring characters in collaboration with children who have had cancer. PisHier, a renowned illustrator specialising in comics, put the children's ideas into images. Young and old will discover Astronoix, Grrrelot the bad potato and many other little characters as they come to life in a unique experience: an audio book where you are the hero.

“Our goal this year was to create an interactive and memorable experience, in which children can truly feel part of the story, while supporting a cause as important as that of the Charles-Bruneau Foundation,” said Pascal Tremblay, assistant creative director at Sid Lee.

For the occasion, Sid Lee has also developed a digital platform which transports listeners into a fantastic world imagined by children, while Cult Studio created the sound universe with binaural sounds which allow complete immersion.

“We wanted to create an audio story, because they bring enormous benefits to children. Not only do they help reduce stress and strengthen self-esteem, but they can also help those who are a little more resistant to reading,” added Alexis Caron-Côté, deputy creative director of Sid Lee.

“Offering every child the chance to grow up healthy is a wish that is dear to us. Our network of IGA merchants has proudly supported the Charles-Bruneau Foundation and its paediatric cancer research for 18 years,” said Caroline Duhamel, marketing communications director at Sobeys.

“With the return of Tough Cookies, the entire IGA family once again proves to us their mobilisation for the cause,” expressed Catherine Desforges, communications and marketing director at the Charles-Bruneau Foundation. “It’s for children like Alyah, Emmanuelle, Logan and Séanne that we continue to move forward together towards a cancer-free childhood!”

The campaign, which launched on May 30, is available on various platforms, including television, billboards and digital. Proceeds from the sales of temporary tattoos will be donated to the Charles-Bruneau Foundation. These tattoos will be available for $3 in IGA stores until June 19, 2024. 

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Agency / Creative
Post Production / VFX