IGA - "Tough Cookies, The Game"

SID LEE MONTREAL

SID LEE MONTREAL Montreal, Canada

Awards

1518

This ad is part of the ACT Responsible Collection

Brand: IGA
Country: Canada

Advertiser: Sobeys Inc.

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
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Media Type	Digital
Executive Creative Director	A..x B....er Subscribers Only
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