IGA’s Christmas campaigns capture the essence of the Quebec holiday experience. Family, friends, and good food! Over the years these touching, and even avant-garde stories have helped to lead the field of animation in Quebec, and we are proud to be part of this chapter together.

The objective this year was to make people laugh and to cry, with a story about an eccentric aunt, her family, and her not-so-tasty meatloaf. With humour playing a stronger role, we needed to strike a balance between honoring the character design style of years past while adding a dash of comic exaggeration to the recipe.

We wanted these characters to be relatable and representative of the modern multicultural Quebec family. We also wanted to create unforgettable personalities that become a cherished part of the holidays this year!

We tried to stretch the proportions and features just a bit in certain characters to communicate strong personalities and bring some silly fun to their expressions when tasting Loulou’s meat loaf.