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Category
Gaming for Good
Annual ID
OS23_GA025M
About the Work
Kids with cancer often lose their sense of taste and appetite, which can negatively affect their ability to fight the disease. This side effect of chemotherapy affects about 50% of patients. Since 2019 the IGA grocery store chain and the Fondation Charles-Bruneau have been raising funds for cancer research by selling Tough Cookies temporary tattoos. This year, with donor fatigue, we had to reinvent the idea of helping sick children.
So, IGA launched TOUGH COOKIES: THE GAME, a mobile game imagined entirely by kids who have beat cancer. The goal of the game is inspired directly by their reality: help the tongue win back its four tastes—Sweet, Salty, Sour and Bitter—who have been bewitched by the envious fifth taste, Umami.
To participate, players bought temporary tattoo versions of the characters at IGA grocery stores and scanned them. The more different tattoos players bought, the more characters they could unlock, and the more they contributed to the funds raised by the Fondation.
An arcade version of the game was also created and installed for free in various children’s hospitals to inspire future Tough Cookies to fight for years to come.
In a donor fatigue environment, the campaign attracted more than 20 000 unique players and raised over $500 000 for cancer research. Moreover, it helped hundreds of kids revive their appetite to fight.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Sid Lee / Montreal
Client / Brand
IGA (Sobeys) / Montreal
Fondation Charles-Bruneau / Montreal
Art Director
Pascale Lefebvre
Mathieu McSween
Writer
Krissi Campbell
Creative Director
David Lambert
Editor
Benoit Marcoux
Executive Creative Director
Alex Bernier
Motion Designer
David Leclerc
Producer
Joannie Tellier
Strategist
Marc-André Dubois
Associate Creative Director
Étienne Théberge
Design Director
Jean-François Lavigne
Videographer
Daniel Daigle
Hugo Beaupré
account director
Priscilla Marullo
Account executive
Nadia Gilles
Account Executive-Producer
Catherine Savoie
Animation Creative Director
Olivier Valiquette
Consultant
Maxime Paiement
Director, Digital Production
Ti-Leng Thang
Front-end Developer
Jean-Philippe Robin
Chelsy Binet
Jonathan Gablin
Graphic Artist
Pierre Beau
Lead Creative Developer
Patrick Freedom Mayer
Managing Director, Sid Lee Digital
Yanick Bédard
QA
Mathieu Gélinas
Senior Director, Major Digital Accounts
Pier-Luc Beaulieu
Solutions Architect
Pascal St-Laurent
UI Designer
Vanessa Coulombe
Victoria Ouardighi
UX designer
Sam Winsor
Video editor
Eloi Arsneault
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