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.