Who: IGA and Sid Lee, with Circonflex for music and sound, BLVD for design and sound editing, with Carat and Quebecor for media.

What: “Made with love,” the third in a series of sumptuous holiday ads dating back to 2018, all telling a heartwarming story (see the previous spots here and here).

When & Where: The video broke this week, running through the holiday season. They’re appearing on IGA’s website and Facebook pages.

Why: In addition to creating awareness at a crucial time of time of year for grocery retail, the campaign also features a fundraising component, with the three origami figures featured in the ad being sold at Quebec IGA stores for $3 (each can also be brought to life using augmented reality). All proceeds go to help finance research in the area of paediatric oncology at the Fondation Charles-Bruneau.

How: The dialogue-free spot opens on a young girl baking holiday treats and her mother taking one and giving it to a young cancer patient at the hospital where she works. The boy thanks her with an origami figure that he’s made, which the young girl proudly displays in her house.

As the spot progresses, we see the daughter baking more elaborate treats and the number of origami figures growing. The two-minute ad ends on a joyous note, with the mother and daughter together on Christmas morning when their doorbell rings. The girl opens the door to find one last origami gift, from the young boy in the back of a taxi on his way home from the hospital.

And we quote: “IGA has been proudly supporting the Fondation Charles-Bruneau for over 14 years. Given the current situation, it’s much harder for non-profit organizations to maintain their financing. That’s why we used our holiday movie to support a cause that’s near and dear to our hearts. By working together, we can help advance research and one day give many families in Quebec the best gift of all: a cure.” —  Caroline Duhamel, marketing director, IGA and Rachelle Béry