| Title | Tough Cookies, The Game |
| Brief | What began as temporary tattoos inspired by the challenges of children battling cancer has become a creative and innovative donation project. This year, IGA launched TOUGH COOKIES: THE GAME, a mobile game imagined entirely by kids who have beat cancer. The children helped dream up everything from the characters to the decor. The goal of the game is inspired by the reality faced by sick children who lose their sense of taste: fight to help rescue the Tongue and get back the four tastes—Sweet, Salty, Sour, and Bitter— that have been bewitched by Umami, the jealous fifth taste. |
| Agency | SID LEE MONTREAL |
| Campaign | Tough Cookies, The Game |
| Advertiser | Sobeys Inc. |
| Brand | IGA |
| Date of First Broadcast/Publication | 2022 / 5 |
| Business Sector | Department Stores, Supermarkets |
| Story | IGA's TOUGH COOKIES: THE GAME helps kids with cancer regain appetite. The child-designed mobile game raised $500K for cancer research through temporary tattoos. |
| Media Type | Digital |
| Executive Creative Director | Alex Bernier |
| Creative Director | David Lambert |
| Associate Creative Director | Etienne Théberge |
| Art Director | Pascal LEFEBVRE |
| Copywriter | Krissi Campbell |
| Account Director | Priscilla Marullo |
| Account Executive | Nadia Gilles |
| Strategist | Marc |
| Account Executive | Catherine Savoie |
| Producer | Catherine Savoie |
| Producer | Joannie Tellier |
| Video Editor | Benoit Marcoux |
| Video Editor | Eloi Arsenault |
| Graphic Artist | Pierre Beau |
| Filmmaker | Daniel Daigle |
| Managing Director | Yanick Bédard |
| Senior Director | Pier Britto |
| Senior Director | Pier-Luc Beaulieu |
| Director | TI Group |
| Digital Production | TI Group |
| Design Director | Jean |
| Creative Director | Olivier Valiquette |
| Animation | Olivier Valiquette |
| Art Director | Mathieu McSween |
| Consultant | Maxime Paiement |
| MOTION DESIGN | David Leclerc |
| Videographer | Hugo Beaupre |
| UX Designer | Sam Winsor |
| UI Designer | Victoria Ouardighi |
| UI Designer | Vanessa Coulombe |
| QA | Mathieu Gélinas |
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- BRAND:
- adidas
- AGENCY:
- SID LEE MONTREAL