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    The Best Work You May Never See: IGA, Sid Lee and Tonic DNA Prepare “Meatloaf” For The Holidays

    By SHOOTUpdated:No Comments1717 Views

    For the fifth year, IGA, a group of independent grocers in Canada, has joined forces with the creative agency, Sid Lee, to launch a holiday tale for all families. Named “The Meatloaf,” this year’s short film, encourages cherishing our familial culinary traditions and the memorable moments created by sharing them around the table. It’s a surprising and touching story that highlights the special place every one of us occupies in our own families.

    In this tale, we meet a beloved aunt who year after year makes her special meatloaf for the holidays. While the aunt is adored, so not much so her meatloaf–which they all pretend to love, nonetheless.

    “Beyond bringing fun and laughter to the heart of households, we wanted to pay tribute to everything that unites families during the holidays: love, tradition and food,” said Francis Lévesque, artistic director at Sid Lee.

    This year’s tale is the result of an annual contest open to all Sid Lee artisans, from all departments, to find the best possible story. It is a tale that took over nine months to complete with the 3D animation studio Tonic DNA, and Circonflex for the soundtrack.

    “The Meatloaf” will be shown on TV in Canada through Dec. 23 while also being available in French and English online, on social media, and on the IGA website and social networks.

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    Credits

    Client IGA Agency Sid Lee Alex Bernier, creative director; Quentin Fachon, Francis Levesque, creative team; Étienne Roy-Martel, David Lambert, Krissi Campbell, Jonathan Lavoie, David Allard, Julie Desrochers, Etienne Théberge, Patricio Bouey, creative collaboration; Joannie Tellier, Elisa Hernandez Riveiro, Carolyne Goyette, production; Edouard N’Diaye, Marc-André Dubois, strategy. 3D Production Tonic DNA Joe Bluhm, director; Fabien Fulchiron, 3D supervisor, assistant director; Stefanie Bitton, exec producer; Catherine Gaucher, Frédérique Parenteau, producers; Stefen Lamontagne, Ana Fino, Elisa Cura, production coordinators; Jay Caplan, creative strategist; Marc-André Bourhoin, lead compositing; Jean-Marc Laurin, KAOS KELLEKTIV, sr. artists. Audio & Music Circonflex  Olivier Girard, Paul-Étienne Côté, music; Pierre-Hugues Rondeau, sound design; Dominic Cabana, mixer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:CirconflexSid LeeTonic DNA



    Top Spot of the Week: BBDO, Director Anthony Frattolillo Get “Packing” For The American Red Cross

    Thursday, November 6, 2025

    Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
    holidays alone.

    Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”

    BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
    Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”

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