IGA: The Meatloaf

For the fifth year, IGA has joined forces with the creative agency, Sid Lee, to launch a holiday tale for all families. Named 'The Meatloaf', this year’s short film, encourages cherishing our familial culinary traditions and the memorable moments created by sharing them around the table. It’s a surprising and touching story that highlights the special place every one of us occupies in our own families. This year’s tale is the result of an annual contest open to all Sid Lee artisans, from all departments, to find the best possible story. It is a tale that has taken over nine months to complete with the 3D animation studio Tonic DNA and Circonflex for the soundtrack.