IGA announces the return of its 'Tough Cookies' campaign in support of Fondation Charles-Bruneau. For this third edition, IGA chose once again to work with creative agency Sid Lee to … read moreput 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. Available from all IGA merchants in Quebec and New Brunswick, four Tough Cookies tattoos depicting the favourite foods of four kids (Starfruit Ninja, the Skiing Cherry Twins, Madame Grape, the Queen of Cuddles and Poirau the Magician) become the heroes in a video game. The revenge of Umami. 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. The tattoos, environments, characters, powers and even sound effects were all ideated by children suffering from or in remission from cancer, with the help of Sid Lee’s digital team. As part of Sid Lee’s push to increase its internal digital capabilities, that team’s expertise has grown by leaps and bounds, including by developing the Tough Cookies game from start to finish.
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Client: IGA – Carl Pichette, Caroline Duhamel, Alexandra Saumier, Mathieu Hébert-Thompson, Frédérique Cyr-Labrie, Maxime Chamaillard, Karine Lebel, Catherine Gadbois
