As a sponsor of Team Canada at the Beijing 2022 Olympic and Paralympic Winter Games, IGA has partnered with creative agency Sid Lee to create a new short animated film. Titled “The Athlete”, this 60-second message is the surprise follow-up to their holiday tale “The Trophy” released in November of last year.

This second film highlights the importance family has in motivating athletes in their daily lives. Beyond sports ability, food is often at the heart of family togetherness allowing values and passion to be passed from one generation to the next.