About this video
IGA’s holiday campaigns capture the essence of the Quebec holiday experience. Family, friends, and good food! We were honoured to be invited to animate this year's chapter by agency Sid Lee. The goal was to make people laugh and to cry with a story about an eccentric aunt, her family, and the not-so-tasty meatloaf that brings them together. With humour playing a strong role, we needed to strike a balance between honouring the design style of years past while adding a dash of comic exaggeration to the recipe. The work is composed of 2 films, the first launched in November and then a surprise epilogue released just before Christmas eve. We lovingly crafted the characters and environment to be unforgettable and representative of the modern multicultural Quebec family. Every shot was meticulously planned to deliver humour and heart, and tell a lot of story in a short space of time.
About Tonic DNA
Credits
CLIENT : IGA (Sobeys) : Carl Pichette, Caroline Duhamel, Frédérique Cyr-Labrie, David Audet-Simard, Alexandra Saumier, Karine Lebel, Pascaline Varin, Vincent Globensky AGENCY: Sid Lee Creative Director: Alex Bernier Creative Team: Quentin Fachon, Francis Levesque Production: Joannie Tellier, Elisa Hernandez Riveiro, Carolyne Goyette Account Servicing : Priscilla Marullo, Laura Boutet, Gaëlle Paquet, Vincent Cournoyer ANIMATION: Tonic DNA Director: Joe Bluhm 3D Supervisor and Co-Director : Fabien Fulchiron Executive Produxer: Stefanie Bitton Producers: Catherine Gaucher, Frédérique Parenteau Production Coordinators : Stefen Lamontagne, Ana Fino, Elisa Cura Creative Strategist: Jay Caplan Compositing Lead : Marc-André Bourhoin Senior Flame Artist: Jean-Marc Laurin, KAOS KELLEKTIV AUDIO & MUSIC : Circonflex Music: Olivier Girard, Paul-Étienne Côté Sound Design : Pierre-Hugues Rondeau Mix: Dominic Cabana MEDIA : Carat Account Director: Annie Forget Media Strategy and Plan: Néri Saint-Vil