IGA is back with another holiday-themed treat

Who: IGA, with Sid Lee. Animation by Mathematic Studio, audio by Circonflex.

What: “The Trophy,” the latest in a series of visually sumptuous animated spots put out by the grocery brand around the holidays (see previous efforts here and here). IGA calls this year’s version “a story of hope, reconnection and shared passions.”

When & Where: The work is in market now, running across TV, digital and social media in English and French until Jan. 1.

Why: The holiday films have become an annual holiday tradition for IGA and Sid Lee. “Our customers look forward to it, and so do our merchants,” said marketing director Caroline Duhamel. The goal is the same as ever, she said: Offer viewers a moment of respite. “It’s a campaign that’s meant to connect with audiences emotionally and give back to the community during the festive season.”

The films also come with a charitable component. This year, IGA is donating $1 to the Montreal edition of Scotiabank Girls HockeyFest (up to $50,000) for every share on social media. The link between sports, food and family is a “core component” of IGA’s corporate engagement, said Duhamel.

How: Once again, the spot uses rich animation to tell a holiday-themed story. This year, it’s a flashback to 1996, with a woman recounting how every year she was sent to her grandfather’s house the week before Christmas.

While the house was filled with laughter and joy when her grandmother was still there, her grandfather, a former hockey goalie, is now distant and withdrawn. As the spot progresses, the girl and her grandfather bond over a love of cooking and hockey, culminating with the grandfather presenting his granddaughter with a homemade cake with a hockey trophy topper.

And we quote: “IGA’s Holiday story is not only a long-awaited tradition, but also an opportunity to produce a large-scale creation that’s halfway between advertising and film. At Sid Lee, whether you’re in finance or creative, everyone has a chance to propose a story, find the best one and to get behind it.” — Miriam Rondeau, art director at Sid Lee and co-ideator of the story The Trophy.

Chris Powell