Tough Cookies

Agency: Sid Lee


IGA announces the return of its “Tough Cookies” fundraising campaign in support of Fondation Charles-Bruneau. For this third edition, IGA chose once again to work with creative agency Sid Lee to put a new spin on the giving experience, producing an online video game (available with the purchase of temporary tattoos). The kids from Fondation Charles-Bruneau were actively involved in the initiative, coming up with the tattoo designs and with the missions in the video game, which centres around tastes.

The game takes place in the magical world of tastes, with Sweet, Salty, Bitter, Sour and Umami. The adventure begins with Umami, who is mad about being underappreciated and decides to go after the other tastes for revenge. The players are invited to save the world of tastes from Umami’s jealousy. A quest inspired by the side effects of cancer treatments, which can cause a loss or alteration of taste.

This professional campaign titled 'Tough Cookies' was published in Canada in June, 2022. It was created for the brand: IGA, by ad agency: Sid Lee. This campaign is related to the Food, Public Interest, and Retail Services industries and contains 1 media asset. It was submitted almost 2 years ago by PR Manager: Kristel Dupont of Sid Lee.


Client: IGA – Carl Pichette, Caroline Duhamel, Alexandra Saumier, Mathieu Hébert-Thompson, Frédérique Cyr-Labrie, Maxime Chamaillard, Karine Lebel, Catherine Gadbois
Agency: Sid Lee
Executive creative director: Alex Bernier
Creative Team: David Lambert, Etienne Théberge, Pascal Lefebvre, Krissi Campbell
Account Management: Priscilla Marullo, Nadia Gilles
Strategy: Marc-André Dubois

Production: Catherine Savoie and Joannie Tellier
Motion Design: David Leclerc
Editing: Benoit Marcoux and Eloi Arsenault
Studio: Pierre Beau
Videography: Daniel Daigle and Hugo Beaupré

Game Development (Sid Lee):
Managing Digital Director: Yanick Bédard
Group Strategy Director: Jean-François Lavigne
Senior Front-End Developer: Patrick Freedom Mayer
Front-End Developer: Jean-Philippe Robin
Front-End Developer: Chelsy Binet
Front-End Developer: Jonathan Gablin
Digital Account Manager: Pier-Luc Beaulieu
Head of Digital Production: Ti-Leng Thang
UX Design: Sam Winsor
UI Design: Victoria Ouardighi
UI Design: Vanessa Coulombe
Illustration: Pierre Beau
QA: Mathieu Gélinas
Solutions Architect: Pascal St-Laurent

Media - Carat: Annie Forget, Néri Saint-Vil


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