IGA and Sid Lee are proving that temporary tattoos have staying power, bringing them back for this year’s “Tough Cookies” campaign in support of kids and families affected by pediatric cancer.
For this edition of the campaign, Sid Lee created temporary tattoo comics inspired by children who were treated for cancer at the Charles-Bruneau Foundation and are now in remission.
Quebec artist Pierre Girard, who works under the pen name PisHier, transformed the kids’ ideas into images.
The agency has also developed a digital platform which transports listeners into a world imagined by children. Cult Studio created the sound universe with binaural sounds, which allow complete immersion with the aim to help reduce stress, build self-esteem and accommodate kids who are a bit more resistant to reading.
“Our goal this year was to create an interactive and memorable experience, in which children can truly feel part of the story, while supporting a cause as important as that of the Charles-Bruneau Foundation,” says Pascal Tremblay, assistant creative director at Sid Lee. “This year marks the fifth year of ‘Tough Cookies,’ and we are always looking to reinvent ourselves to bring this campaign to life and continue to contribute to the mission of the Foundation in partnership with IGA.”
The tattoos will be available for $3 in IGA stores until June 19, and proceeds from the tattoos’ sales will be donated to the Charles-Bruneau Foundation. Shoppers are able to scan the QR code on the back of the tattoo sheet to access the “Tough Cookies” audio story.
Shoppers can also support the foundation by purchasing products like Campbell’s Goldfish, Lactantia chocolate milk and Yoplait Yop. The involvement of affiliate companies is managed directly by IGA, Tremblay notes.
The “Tough Cookies” campaign is available on various platforms, including television, bus shelter billboards and digital. Tremblay tells strategy in-store signage is also essential for this iteration.
The campaign’s media partner is Quebecor and the buy agency is Carat.
In 2019, IGA deployed Facebook AR to animate ink all to benefit the Charles-Bruneau Foundation, part of an initiative spanning 300 IGA stores in Quebec. In 2022, the temporary tattoos included a virtual world developed by agency partner, Sid Lee.
The Foundation’s objective is to cure the 20% of children whose cancer is resistant to treatment, and offer kids in remission a true cure, free from side effects and complications.
