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    The Best Work You May Never See: Sid Lee, Mathematic Hoist “The Trophy” For Heartwarming IGA Holiday Film

    By SHOOTUpdated:No Comments2767 Views

    For the fourth year running, Canadian grocer IGA has released a special short film for the holiday season. The Trophy is a story of hope, reconnection and shared passions, conceived by creative agency Sid Lee. In the piece a grandfather and his granddaughter inspire each other with their love for food and hockey, which brings the family even closer together.

    Animation for the film is by Mathematic Studio, with a soundtrack by Circonflex. Once again, scripting was the work of a multidisciplinary team of talents at Sid Lee. “IGA’s Holiday story is not only a long- awaited tradition, but also an opportunity to produce a large-scale creation that’s halfway between advertising and film,” said Mathieu Bouillon, copywriter at Sid Lee, and co-creator of The Trophy. 

    “At Sid Lee, whether you’re in finance or creative, everyone has a chance to propose a story, find the best one and to get behind it!” added Miriam Rondeau, art director at Sid Lee and co-ideator of the story The Trophy.

    And every time the story is shared on social media, IGA will contribute $1 (up to a maximum of $50,000) in support of the Montreal edition of Scotiabank Girls HockeyFest, taking place in 2022 for the first time in Quebec. The Scotiabank led event is designed to make hockey more accessible to young girls and teach them valuable skills that will serve them well both on and off the ice.

    IGA’s The Trophy will run on television, the web and social media platforms in English and French until January 1, 2022.

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    Credits

    Client IGA Agency Sid Lee, Montreal Alex Bernier, executive creative director; Miriam Rondeau, Mathieu Bouillon, Julie Desrochers, Pascal Gagnon, Kristina Campbell, Andréane Voyer, Sarah Lemire, creative team; Joannie Tellier, Magali Loiselle, Marie-Christine Toupin, Carolyne Goyette, production; Pauline Rosen, Gonzague Mulot, strategy. 3D Production Mathematic, Paris & Montreal Bertrand Bey, Marie-Julie Dallaire, realization; Alexandre Pagot, Guillaume Audibet, production; Jérémy Dumetre, production director;  Mathieu Taggart, production manager; Martin Trepeau, CG supervisor.  (Toolbox: Maya, Houdini, Photoshop, Substance Painter) Music & Sound Circonflex, Paris & Montreal Maxime Barzel, Olivier Girard, Paul-Étienne Côté, music; Perre-Hughes Rondeau, sound design; Dominic Cabana, mix

    Media Type:Commercial: Television
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:CirconflexMathematic StudioSid Lee



    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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