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

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.