The Best Work You May Never See: IGA Supermarkets, Sid Lee Team On Animated Holiday Film "Made With Love" To Fund Pediatric Cancer Research


Robert Goldrich
Monday, Nov. 23, 2020


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For the third year in a row, the grocer IGA collaborated with agency Sid Lee in Canada to create an animated short film for the holidays: “Made With Love.” This year, IGA decided to use its annual holiday tale to help finance research in the area of pediatric oncology for the Fondation Charles-Bruneau (in Quebec). Considering that it is now much harder for non-profit organizations to maintain their financing, Sid Lee also helped to create a unique fundraiser with AR-animated origamis--items linked to the storyline in the short film.

In the spot--directed by Chloé Robichaud via the Shed studio-- a woman working in a children’s hospital cancer ward starts bringing cookies and other treats to a patient. The youngster in turn makes origami creations for her which come from and find a special place in the heart.

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 pediatric oncology for the Fondation Charles-Bruneau.

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.” 


Client IGA supermarkets Agency Sid Lee, Montreal Alex Bernier, executive creative director; Pauline Rosen, VP, strategy; Alex Bernier, creative director (film); Julie Desrochers, creative director (Origaminis); Alexandre Béland, Alexis Caron-Côté, Jean-François Légaré, Benjamin Lamingo L’écuyer, Éric Valiquette (Origaminis), creative team; Pauline Despres, strategy; Laurent Tremblay, content; Marie-Christine Toupin, Rose Gauthier-Robitaille, Carolyne Goyette, film production; Sarah Longpré, Sébastien Lusignan, Origaminis production. 3D Production Shed, Montreal  François Hogue, Roxan Carle, Heather Graham, Catherine Paillé; Chloé Robichaud, director; Music & Sound Circonflex Paul-Étienne Côté, Olivier Girard, Dominic Cabana Original song: Toujours vivant par Gerry Boulet, Michel Rivard. Postproduction Sid Lee Christian Ayotte, Olivier Valiquette, creative directors, postproduction; Jérémy Fréchette, Giacomo Ferron, Louis Thériault-Boivin, creative AR developers; David Leclerc, 2D animation; Daniel Daigle, videographer & editor; Béatrice Tremblay, colorization. Origami maker MomoTako art Michelle Wallace, artist. Design & Sound Editing BLVD

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