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IGA and Sid Lee’s Tough Cookies Campaign Rethinks the Giving Experience

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Kids from Fondation Charles-Bruneau come up with a video game for a fundraising campaign

IGA and Sid Lee’s Tough Cookies Campaign Rethinks the Giving Experience

IGA announces the return of its ‘Tough Cookies’ campaign in support of Fondation Charles-Bruneau. For this third edition, IGA chose once again to work with creative agency Sid Lee to put a new spin on the giving experience, producing an online video game (available with the purchase of temporary tattoos). The kids from Fondation Charles-Bruneau were actively involved in the initiative, coming up with the tattoo designs and with the missions in the video game, which centres around tastes.  

“We wanted an interactive fundraising campaign that created a dialogue and, above all, a positive experience that children living with or in remission from cancer could share with their  families, to prolong the impact of the gift,” says Caroline Duhamel, marketing director at Sobeys. “We have a tradition with Sid Lee of involving the kids in the creative process and letting to their imaginations run wild. We’re extremely proud to support the Fondation Charles-Bruneau mission while providing a platform for our Tough Cookies that’s entertaining, rewarding and fun. ” 

Available from all IGA merchants in Quebec and New Brunswick, four Tough Cookies tattoos depicting the favourite foods of four kids (Starfruit Ninja, the Skiing Cherry Twins, Madame Grape, the Queen of Cuddles and Poirau the Magician) become the heroes in a video game. 

The revenge of Umami 

The game takes place in the magical world of tastes, with Sweet, Salty, Bitter, Sour and Umami. The adventure begins with Umami, who is mad about being underappreciated and decides to go after the other tastes for revenge. The players are invited to save the world of tastes from Umami’s jealousy. A quest inspired by the side effects of cancer treatments, which can cause a loss or alteration of taste.  

The tattoos, environments, characters, powers and even sound effects were all ideated by children suffering from or in remission from cancer, with the help of Sid Lee’s digital team. As part of Sid Lee’s push to increase its internal digital capabilities, that team’s expertise has grown by leaps and bounds, including by developing the Tough Cookies game from start to finish. 

“Having the opportunity to bring to life the imaginary worlds of children who have overcome so  much adversity is about more than just producing a game,” says Yanick Bédard, managing digital director at Sid Lee. “After three years, our teams are still just as inspired by these true tough cookies and are profoundly determined to support the cause by continually evolving the user experience and entertaining families in Quebec and New Brunswick. This digital component  gives us the opportunity to do more, better and to support visionary clients like IGA on projects like these.”  

The Tough Cookies tattoos will be available until June 22nd, exclusively at IGA, at a cost of $2 (plus tax). The proceeds will be donated to Fondation Charles-Bruneau to help fund paediatric cancer research. Visit here for more details.  

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Client: IGA – Carl Pichette, Caroline Duhamel, Alexandra Saumier, Mathieu Hébert-Thompson, Frédérique Cyr-Labrie, Maxime Chamaillard, Karine Lebel, Catherine Gadbois


Agency: Sid Lee

Executive creative director: Alex Bernier

Creative Team: David Lambert, Etienne Théberge, Pascal Lefebvre, Krissi Campbell

Account Management: Priscilla Marullo, Nadia Gilles

Strategy: Marc-André Dubois


Production: Catherine Savoie and Joannie Tellier

Motion Design: David Leclerc

Editing: Benoit Marcoux and Eloi Arsenault

Studio: Pierre Beau

Videography: Daniel Daigle and Hugo Beaupré

Game Development (Sid Lee)

Managing Digital Director: Yanick Bédard

Group Strategy Director: Jean-François Lavigne

Senior Front-End Developer: Patrick Freedom Mayer

Front-End Developer: Jean-Philippe Robin

Front-End Developer: Chelsy Binet

Front-End Developer: Jonathan Gablin

Digital Account Manager: Pier-Luc Beaulieu

Head of Digital Production: Ti-Leng Thang

UX Design: Sam Winsor

UI Design: Victoria Ouardighi

UI Design: Vanessa Coulombe

Illustration: Pierre Beau

QA: Mathieu Gélinas

Solutions Architect: Pascal St-Laurent


Media - Carat: Annie Forget, Néri Saint-Vil

Genres: Dialogue, People

Categories: Retail and Restaurants , Supermarkets

Sid Lee, Wed, 08 Jun 2022 09:03:06 GMT