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Our MissionInfuse what is unique and unassailable about our clients’ brands into everything that their customers will touch, hear, see and feel.
What WE BELIEVE
Who WE ARE• Establishedin1993
• 550professionals
• AteliersinAmsterdam,Montreal,Paris,TorontoandAustin
• Clientsinmorethan16citiesaroundtheworld
•Entrepreneurialandindependent
•Multiculturalandmultilingual
• Partnerownedandmanaged
• AgencyoftheYear2009,2010&2011–Marketing Magazine
•WorldwideAgencyoftheYearfinalist2009–Ad Age
• Organizationsthatembracethecommercialvalue ofcreativitywilloutperform
•Multidisciplinarityandtheeliminationofboundariesbreeds the best ideas
• Theconsumer-brandrelationshipisanchored in storytelling
• Optimalplanscombinereachwithintensity (and not frequency)
• Theconsumeristheownerofthebrand
Our AGENCY MODELAflexiblemodelthatdrawsathreadthroughthefullspectrumofbrandtouchpoints,aboveandbeyondotheragencies, identifying where, when and how to talk to your customers.
Traditional
Emergent
Mobile Marketing
Interactive and
TechnologySolutions
Advertising
Brand Identity
Direct Marketing
Events&Activation
SocialMedia Marketing
Branded Content
ArchitectureInterior &Retail Design
Brand strategy
account management
Brand monitoring
activity planning
WHat tHey say aBout usWHat tHey say aBout us
“Their approach hastaken integration to a whole new level.”
Hermann Deininger cHief marketing officer, adidas sport style
“They’re really growingthe right model and I admire what they’ve done so far.” Lee Clow cHairman and gloBal director tBWa WordWide
“Two words: They rock!” Guy Laliberté founder, cirque du soleil
“One of the 50 best managed private companies in Canada” tHe national post / deloitte
case studies and portfolio
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adidas Challenge:In 2010, adidas had reached a crossroads. The brand needed to reconnect with its target—next-generationyouthlookingforfun,self-expression,andrecognition—andstrengthenitsstorytotellthisyoungeraudiencewhatthethreestripesreallymeant.
That’swhereSidLeecame in.Weweremandated to showthis audiencewhatadidas stood forbyconsolidatingthebrand’sSports,Street,andStylestoriesintooneunifiedanthem.
Insight:Afteraworldwidetourtodiscoverthecommonbondbetweencompetitive,leisureandlifestyleplayers,we discovered a fundamental truth about youth:
No matter what they do, they put their hearts in it. They go all in.
Youths’ love for the game—any game—is relentless.Nomatter the outcome, all they want to do is keepgoing.
Solution:Weneededaunifiedmessageforadidasthatreflectedthepassionofthatfundamentaltruth.Theresultwasanepic,all-encompassingcampaignthatconnectedadidas’storiesunderacentraltheme:
adidas is all in.
This theme became a 60-second film showcasing the adidas overarching brand story. Over fivemonths,ourproductionteamrecordedhundredsofhoursoffootageandthousandsofstoriesunitedby the idea of going all in.
Tobuildanticipation for thisanthem,wereleased intensefive-secondteasers towhet thepublic’sappetiteforwhatwascomingnext.
Whenthefilmwasfinallyreleased,itactedasacatalystforthehugecampaignunleashedacrossallmedia.Retail spaceswere transformed andhostedunique regional events all over theworld.Ourteamscreatedaninteractive“endlessre-edit”videoproducedfromfootageofmultiplestories.Ourcelebritypartners (includingKatyPerry,LionelMessi,DavidBeckham,DerrickRose,B.o.B andmanyothers)blewuptheirsocialnetworks,helpingthecampaignbuildsteam.Wespreadtheanthemacrossallofadidas’fanpagesonFacebookandbuiltaunitedYouTubeplatformforadidas’16channel-specificcategories.
Moreover,thespotmarkedthebeginningofourcollaborationwithJustice,propellingtheiralbum’snewsingletonumberoneoniTunesbytheendoftheweek.
Results:
Thecampaignwasadidas’largesteverinits60-yearhistory.Frompre-launchthroughlaunch,1.7MuniquevisitorsaccessedtheYouTubechannel.Facebookfansroseto2.5Mandadidas.comattractedan additional 2.1 M unique visitors. Google searches rose by 300%, and e-commerce sales andsubsequente-commercerevenuesincreasedby7.5%and11%respectively(vs.averageYTD).Butmostimportantly,attheendof2010,adidasAGreporteda13%increaseinworldsalesfortheyear.
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adidas originalsChallenge:adidasOriginalswasknownbyteensasaretrosneakerbrandthatwasrootedinsportandadoptedbythestreetcultureofthe’80s.Thebrandhadriddencomfortablyonthisretroimageforsometime,butthemarketstartedtochangeandthecompetitionbeganheatingup.Small,up-and-comingnicheplayerswerebeginningtomaketheirmarkonthesneakerculturescene,andtheirbrandswerespreadinglikewildfirethroughouttheWeb.Theallureoftheheritagebrandhadsuddenlylostitssteam.
Insight:OriginalscametoSidLeewiththeobjectiveofreconnectingwithyouthonaglobalscale.Itscommuni-cationswerefallingondeafearsandtheydidnotknowwhy.SidLeedecidedtohitthestreetstogetabetterideaofwhatexactlymakesthe17-year-oldtick.Theuniversaltruthweuncoveredwasthatallyouthaspiretothreesimplevalues:fun,self-expressionandrecognition.
Solution:Ourcommunicationsstrategywassimpleinthatwebecamestorytellersforadidasandtheiryouthcustomer.The idea behind this notion of storytellingwas toconstantly, globally and successfully deliveraseriesof“stories”thatwouldembodythevaluesoffun,self-expressionandrecognition in a meaningful, tangible and memorable way.
Apartfrombecomingbrandstorytellers,weneededtomakesureglobalsneakeryouthhadastagewheretheycouldexpressthemselvesandbeheard.Thismeantleveragingthebrand’sFacebookfanpagesothatitwasnot justaplacetoshowcaseupcomingcollectionsbutratheraspacewherethebrandanditsfanscouldengageinconversation,developcustomizedapplicationsandenjoyamoreempoweringandenrichingexperience.SidLeealsocompletelyredesignedtheflagshipstoreconcept, providingakeyanchorinthebrandstory.
Lastly,SidLeeinjectedanewtoneforthebrandthatwouldtransformitsretroimageintoacontem-porary lifestylebrand.Thestaticandsnobberyof fashion-centric imagerywasthenreplacedwithaction-packedandunexpectedfun-themedcommunication.Today,adidasOriginalsisembracing and celebrating the individuality of youth in everything they do.
Results:Originalsmarketingspendshifted frombeingpredominantlyboughtmedia toownedandearnedmedia, and the results were astounding: •12%growthinworldwidesales(amidcompany-widedecline)in2009 •GrowthinFacebookcommunityfrom300,000toover3.9millionfollowers •Campaignviewedandsharedmorethan5milliontimesviasocialchannels
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Adidas originals- iPhone Application -
SidLeeandadidascollaboratedtocreateanadidasOriginalsiPhoneapplicationwithaunique,main-feature entry point: image recognition. Users take a photo of their sneakers and the applicationrespondswiththeclosestmatchesfromcurrentadidasstock.Thisimagerecognitionentrypoint—whichincludesa360-degreeviewofproducts,videos,storiesandmore—notonlyoffersusersafunway to access the applicationbut also exposes them toother similarproducts,which results in aninstant drive to sales.
THE LEGEND LIVES ON
Written and Directed by JAMIE KING
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cirque du soleilChallenge:Withmorethan15showsonrotation,CirqueduSoleilneedstocontinuouslygenerateappealamongexistingandpotentialfans.Whenconsideringthenumberofticketssoldperyear,itbecomesclearthattransformingequityintotransactionsiskey.Paradoxically,thestrongumbrellabrandofCirqueduSoleilisbothanassetandachallenge.Thebiggestthreatisa“seenone,seen’emall”mentality.SidLeecontinuouslyworkswithCirqueduSoleiltomanagetheportfolio,minimizingcannibalizationwhilecreating a distinct identity and draw for each show.
Insight:TheCirqueduSoleilmagicisever-changing.Eachshowhasitsownstory,iconographyandemotion. Ourmissionistodistillthisintoaspecificpromiseandmarketingprogramforeachshowinawaytheaudience can easily understand.
AnotherkeyinsightisthatthereisanabundanceofCirquedie-hardswhowillconsumeallthat isCirqueduSoleil.Buildingadirectlineofcommunicationwiththisgroupwillgeneratesignificant up-frontticketsaleseachtimeCirqueduSoleilrollsintotown.
Solution:ByworkingwithCirqueduSoleil right fromthe start,weare able todevelop thebrandsand the desired impactof thosebrandsupon themarketandupon theCirqueduSoleilbrandas awhole. Before every new product development, the new brand/show is carefully studied to understand itsuniquenessandpotential.Withthisunderstanding,SidLeethencreates: •Thefullidentityforeachshow(name,visualidentity,iconography,toneandmanner) •Themarketingtoolboxcoveringthefullspectrumoftouchpointstoensureconsistentshow
brand delivery in different markets
TheCirqueClubwasalsocreatedwherememberscouldopt-infortheworldwideCirqueduSoleil newsletter and receivemarket-specificoffers, includingpresale tickets,behind-the-scenes footageandCirqueduSoleile-cards.Throughthismulti-channelCRMplatform,wemanagedtobuild anticipationandkeeptheshowstopofmind.
Results: •CirqueduSoleilisoneofthemostrecognizedbrandsintheentertainmentindustry •Tremendouslystrongticketsalesacrossmarketsandthroughtheyears •CirqueClubmembershipisover1.5million,withanincreaseofabout27,000newmembers
every month
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red bullChallenge:RedBullCrashedIce(RBCI),acombinationofhockey,downhillskatingandboardercross,isoneofRedBull’sfinestglobalsportingevents.AmarginalRedBulleventinothercountries,RedBullCanadawantedtomakeCrashedIcethepremiereventforthebrandinthiscountry.Sincethiswouldbe thefirsttimethiseventwouldbeheldintheGreatWhiteNorth,awarenessofCrashedIceintheCanadianmarketwasslimtonone.Theeventproblemwasthreefold: •FindpeoplecrazyenoughtoparticipateinRBCI:Twoweekstorecruit1,200potentialpartici-
pantsacrossCanada •Get spectators toattend the freeoutdoorevent incoldQuebecCity:Objectiveof 20,000
spectatorstoattendRBCI •Getmediacoverage:Obtaincoast-to-coastPRandmediacoverage
Insight:AsweneededtoidentifyandrecruitprospectsforRBCI,wewonderedwhowouldbecrazyandfitenoughtoparticipateinthisevent.Theanswercametousnaturally:Weneededtoattractamateuricehockeyplayers.
Solution:Thestrategywasdevelopedarounda“recruit,promoteandleverage”scheme.Moreprecisely,atwo-phase(recruitandpromote)websitewascreatedwhileadrive-to-webstrategywasimplemented.Athirdphasewasalsodevelopedinthehopesofobtainingsignificantmediacoverage.Wefocusedontherecruitmentphasebygivingoutrelevantdrive-to-webaccessoriestopotentialparticipants—amateuricehockeyplayers.Weworkedonpromotingtheeventwithdrive-to-webexecutionsaroundadrenalinedestinations such as skating rinks and ski hills and by sending out a talk-worthy invite to key influencersinQuebecCity.
Results: •Werecruitedall1,200entrantsinarecord-breakingsevendays •Eventattendancewent150%overtargetwitharecord-breaking30,000attendees(andsubse-
quentlygrewto110,000attendeeswithinthreeyears) •Wegarneredanincremental$12millioninfreepressandmediacoverageinternationally
FeedbackfromRedBullGlobalwasextremelypositive.Theeventwasdeemedthemostsuccessfulone so far and is still considered the benchmark for all to follow.
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red bullChallenge:In2009,withofficeslocatedinthesurroundingsoftheDutchcapital,RedBullAmsterdamwantedtomovetoamoreurbanlocationthatwouldbetterreflectitscultureandinvolvementintheartsandsports.LetusrememberthattheAustriancompanygoesmuchfurtherthansimplysellingitsfamousenergy drink. Since its beginnings, it has been involved in racing sports (Formula 1, NASCAR,motorcycleracing)andhasbeenmassivelysponsoringextremesports,liketheRedBullCrashedIceworldchampionship.Thecompanyhasalsoinvestedagreatdealinmusic,helpingyoungartistsorcreatingtravelingworkshopsliketheRedBullMusicAcademy,andindance,particularlywithitsfamousB-BoysfromtheRedBullBCOneBattles.Ourmaingoalwastocreateanarchitecturethatwouldreflectthisrebelculture.
Insight:In competitionwith twoother architecturefirms, the teams at SidLeeArchitecture and SidLeeAmsterdamconvincedRedBullmanagerstosetuptheirnewheadquartersinanurbanandoffbeatsiteevocativeofbothstreetartcultureandtheintensityofextremesports.NorthofAmsterdam,inanobsolete shipbuilding environment, the Noord district has been under complete redevelopment,attractingartistsandmajorartsandmediacompaniessuchasMTVEurope.That’swhereRedBullAmsterdamagreedtosettle,inanoldheritageshipbuildingfactory,facingatimelesscraneandanolddisusedRussiansubmarine.
Todesigntheinnerspace,weaimedtocombinethealmostbrutalsimplicityofthisindustrialplacewithRedBull’smysticalphilosophy,dividingspacesaccordingtotheiruseandspirit,withtwoopposedandcomplementaryhemispheres:reasonversusintuition,artsversustheindustrialcity,blackversuswhite,theriseoftheangel(RedBullgivesyouwings...)versusthementionofthebeast.
Solution:Insidethisshipbuildingfactory,withitsthreeadjacentbays,wefocusedonexpressingthedichotomyofspace,shiftingfrompublicspacestoprivateones,fromblacktowhiteandfromwhitetoblack.
OurideawastocombinethealmostbrutalsimplicityofanindustrialplacewithRedBull’smysticalinvitation toperform.The interior architecturewithmultiple layers ofmeaning conveys this dualpersonality,remindingtheuserofmountaincliffsonemomentandskateboardrampsthenext.Thesetriangle-shapedpiles,asifrippedoffthebodyofaship,buildupsemi-openspacesthatcanbeviewedfrombelow,asniches,orfromabove,asbridgesandmezzaninesacrossspace.Inthearchitectureweoffer,nothingisclearlyset;allisamatterofperception.
ThestreetandextremesportsculturesareillustratedinRedBull’sethic,characterizedbyawilltoperformandnottorespectrules.IncollaborationwithSidLeeAmsterdam’sgraphicdesigners,theSidLeeArchitecture team chose to express this philosophy through a ubiquitous graphic covering ofverticalandhorizontalsurfaces:ceilings,walls,floors—andevenfurniture.
Results:ThenewRedBullHeadquartersgaveextremesatisfactiontoRedBullemployeesandmanagement.Theworksurpassedexpectationsfromtwostandpoints.First,thetotalcostsoftheprojectwerelowerthanexpected.Second,SidLeeArchitecturemanagedtomouldacreationthatwasfullyonparwiththecompany’sidentityandvalues.
Asof today, therearenoquantitative results for theproject.However, in the future,akeysuccessindicatorwillbethespace’sabilitytobecomeaculturalhubinAmsterdamforexpositions,gatherings,seminars and events from all creative backgrounds.
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videotronChallenge:Founded in 1964,Videotron is today oneof the largest telecommunication companies inCanada. Upuntilrecently,themarketingofitsdifferentproductswasrootedinaveryoperationalapproachthatwasdrivenbysalesandpromotion.Itworkedformanyyears,butthislogicrecentlyreacheditslimitwiththeonslaughtofnewcompetitorsandachangingconsumer.SidLeewasengagedtohelpimprovesalesandstrengthenVideotron’sleadershipposition.
Insight:InordertopositionVideotronastheleaderintelecommunications,SidLeehadtotransformVideotronmarketing into a more mature, strategic and consumer-focused entity. It was no longer about advertisingtotheconsumer,butrathercommunicatingwiththecustomer.Specifically,thismeantplacinglessemphasisonproductsandpromotions,andmoreonexplainingwhatVideotroncando for you.
Solution:Ourcommunicationstrategyarosefromthenotionthatconsumersholdthepower,andweofferedinfinitepossibilitiesofwhatthatmeansforthem.Thebrandsignaturenaturallythenbecame“Theinfinitepower,”whichintuitivelyallowedVideotrontospeaktoconsumersaboutallofitsproducts,theirattributesandtheroletheycanplayinimprovingconsumers’livesthroughbettercommunication. This promise was brought to life in all consumer touchpoints including advertising, packaging andstoreexperience.
Results:ThecampaignwasandcontinuestobeanoutstandingsuccessforVideotron: •17%increaseinhouseholdTVsubscribers •18.4%increaseindigitalcableTVsubscribers •9.4%increaseinhouseholdInternetsubscriptions •41%increaseinhouseholdmobilephonesubscriptions
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mgm grandChallenge:TheMGMGrandismorethanahotel.Itoffersanunrivalled360-degreeluxuryexperienceunlikeanyother.InLasVegasthough,everyhotelattemptstodo,offerandsaythesamethingwhenitcomestotheirguestexperience.Theresult:anovercrowdedandhyper-competitivetouristmarketwhereyouhavetofightforeverytraveller’sdollaryouearn.ThechallengewastodelivertheuniqueexperienceofstayingatMGMGrandtoguestsbeforetheybook,thusensuringtheydo.Withthatinmind,SidLeewastaskedwithtwochallenges:first,toincreaseonlinetrafficandbookingby3%andsecond, to increase the length of the average stay.
Insight:Beforedecidingonaplacetostayfortheirvacation,consumersturntothehotel’swebsitetobrowse,compareandassesstheiroptions.Thewebsite istheconsumer’s2.0windowshoppingexperience.Understandingthatconsumerspre-shoptheirdestinationsonline,SidLeecompletelyrevampedtheonlineexperiencewiththefollowinginmind: •Showcasethegrandness,majestyandimmensityoftheMGMGrand •Answerthequestion:WhatcanIdoattheMGMGrandwhileI’mthere? •Bringtolifetheenergy,excitementandsenseofescapeuniquetotheMGMGrand
Solution:Ratherthanwinonpricepoint,SidLee’sstrategyfocusedonturningtheMGMGrandwebsiteintoahighly immersive journey through thehotel.MGMGrand’spositioningwas“MaximumVegas.” Sid Lee incorporated the brand’s positioning by highlighting the hotel’s majestic qualities.From welcomingthevisitorwiththe lion’sroartoavirtual tourofthehotel’samenities, therich-mediavideoprovidesanaspirationalroadmaptotheMGMMaximumVegasexperienceandleavesthevisitorexcitedforwhatliesaheadforthemattheMGM.SidLeeensuredthefinalfollow-through,designingane-commerceapplicationwherevisitorscouldbookonthespot.
Results: •Sitetrafficincreasedby30%,resultingina12%bookingincrease(fourtimestheobjective)
justonemonthafterlaunch
Inaddition,thesitewon“BestinShow”attheDigitalMarketingAwardsandaBronzeLionatCannesas well as awards for effectiveness from Strategy Magazine.
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functionalabChallenge:SidLeewastaskedwiththechallengeof launchingabrandfromscratchinamarketwherethe categorywas still unknown.There are nutritional supplements to help improve the inside and cosmeticstosoftentheoutside,buttheyareconsideredseparately,eachforitsownparticularpurpose. Nutricosmetics,however,harnessesthescienceofnutritiontoproducealineofbeautyproductsthatstart fromwithin.The question thenbecomes, howdo you introduce andmarket a product that ispartnutritional,partcosmetic?
Insight: Sid Lee saw that more and more, consumers were interested in the science behind beauty. Not surprisingly,theywantedtoknowwhatwasgoingontheirskin.Thisbecameaninsightforus,asitsuggested that science was becoming glamorous in the world of cosmetology.
Solution:SidLeeincorporatedthethreepillarsofthebrand(beauty,nutritionandscience)intothefoundationofFunctionalab’s graphic identity.Category labels recalled theperiodic tableof elements,while packagingbroughttomindthevesselsofascience lab.Wehadtokeep inmindthatwhateverpackagingwedesigned,theconsumerwouldhavetowanttoingestthepillsorliquidinside,sothedesignelementscouldnotstretchtoofarawayfromnutritionalreferences.Forthisreason,thepillcontainerdesignclearlydifferentiatesthesecontainersfromelixirbottles.
Thepackagingfeaturesminimallabellingtoevokeapremiumfeelyetiscolourfulenoughtoattractandenticetheshopper.Afterall,thebrandwasbeingpositionedasabeautyproductwithsciencebuiltintoitsDNA—itcouldnotbesosterileastolosetheexcitementofcomingawaywithanewbeauty secret.
Thesimplicityofthepackagingtranslatedintotheshop-in-shopexperience.Thiswasdesignedto reflectamodernapothecaryshop.Thespacewasstackedhighwithglossywhiteshelvesandhiddennookstoshowcasestand-aloneproducts.
Results: •US$900,000worthofPRcoverageearnedinonlysevenmonths •CreativewindowdisplaysatHenriBendel’sshop-in-shopexperienceleadingsevendaysafter
thelaunchtoarequestbySelfridgesandHarveyNicholsinLondontoretailthelineintheU.K. •MentionedthreeoutoffiveconsecutivemonthsinWallpaper* Magazinefrom2009to2010 •ShortlistedforWallpaper*DesignAwards2009 •CurrentlytheNo.2brandinHenriBendel’sprestigiousskincareroom
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saq Société des alcools du Québec
Challenge:TheSociétédesalcoolsduQuébec (SAQ) isastate-ownedcorporation(equivalenttotheLCBOin Ontario)responsibleforsellingalcoholicbeveragesandeducatingconsumersinallthingswineandspirits.However, the shoppingexperiencewasnotconducive tohelpingconsumersconfidentlychoose a bottle of wine. Thus, the objective of the campaignwas to facilitate consumer wine purchaseswithaddedvalueatthepointofsale.SidLeebelievedthemosteffectivewaytodothiswasbyrethinkingtheshoppingexperience.
Insight: The targetmarketwas divided into four distinct categories: theConvivial, theDiscoverer, the Passionate and the Connoisseur. Discoverers were identified as the priority for this campaign, duetotheirgrowthpotential.SidLeesoonrealizedthattheexistingretailspacedidnotmeettheir“discovery”needs.Theyneededboththestoreandmarketingplantobeorganizedbasedontheirneeds andwants rather than the industry standard (wine classifiedby country of origin). SidLee focusedonconsideringhowrevampingtheentireshoppingexperiencecouldmeetconsumerneeds in order to yield the desired results.
Solution:SidLeedecidedtoreinventhowconsumersnavigatedthecategory.Thesolutionfocusedonreorgan-izing thecategorybyconcentratingonthe fourdifferent factors that influenceconsumers’choice ofwine:varietals,food-and-winepairing,flavourandprice.Inaddition,educationalinformation such aswine history, flavours and types of glasseswas integrated into the communications plan andstorelayout.Thistwofoldsolutiongaveconsumersmoreconfidenceandincreasedemotionalinvolvement in the category.
Results: •Totalexperienceledto95%inconsumersatisfactionvs.theprevious49% •Averagespendinginstoreincreasedupto64%aftertheshoprevamp •SAQ’soverallsalesgrew5.3%overthepastyear
OurapproachwasrecognizedbyStrategy Magazine as theGoldWinneroftheBigAward,aprizegiventoanagencyusinginnovativethinkingthatgoesbeyondthescopeofadvertising.
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stm Société de transport de Montréal
Challenge:Asapublictransitservice (equivalenttotheTTCinToronto,theUndergroundinLondonortheMetroinParis)theSTMhadgrownstagnant.ThoughmostofMontrealagreeditwasanhonestandresponsible organization, this was not enough to compel the population to advocate its services. SidLeeneededtobringcontemporaryrelevanceandemotionalresonancetothebenefitsofusingpublictransportation.
Insight:MarketresearchrevealedthatSTMuserscouldbesubdividedintosevensegments.Ofthese,onehadsignificantgrowthpotential.Thisgroupwascharacterizedasfirmbelieversandyetinfrequentusersof public transportation. Itwas clear that toomany longwaits in the cold coupledwith too few departuretimeshadbroughtaboutaprofoundcynicismtowardstheSTM,andthisneededtobeaddressedbeforeanybehaviouralchangecouldbeexpected.
Solution:ThesolutionwastocommunicateapactbetweentheSTMandMontrealers.Foritspart,theSTMwouldincreasethefrequencyofitsbusandmetroservices.Inexchange,theuserwouldbegintomakepublic transitapartof theireveryday lifestyle.Thispactwascommunicatedusingasimplevisualdevice thatwasplacedonSTM infrastructure aswell as itsbuses andmetros.Colourswereused torepresentthedifferentparties:bluerepresentedtheSTM,yellowtheuser.Whentheireffortsarecombinedtheymakegreen—inotherwords,theymakeMontrealagreenerplacetolive.
Results:In lessthaneightmonthsweachievedacompletebrandperceptionturnaround,with71%of MontrealersnowspeakinginfavouroftheSTM.Aswell,ridershipincreased,andsodidintention.Morethan67%ofMontrealersstatedtheywerenowinclinedtousetheSTM.
Asachampionoftheenvironment,theSTMbecameproactiveanddynamic.Itwasnolongerregardedasapublicutilitybutaspartofacause,onethattouchedthecommunityofwhichitwasnowapart.TheSTMisnowacknowledgedasanenvironmentallyconsciousorganizationat the forefrontofchange,onethatinspiredasmallpopulationtofollow.
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Pratt & WHitneYChallenge:Pratt&Whitney(P&W)designs,manufacturesandservicesconsumerandbusinessaircraftand helicopterengines.SidLeewasaskedbyP&WCanadatodevelopanddesignanewpositioningforthebrandthatwoulddifferentiateitsbusinessfromthatofitsglobalcompetitorsbutalsoP&WUSA,whichfocusespredominantlyonmilitaryapplications.
Insight: B2Bcommunicationcanbedullandrarelyshowcasesatypicalthinking.SidLee’schallengewastointroduceemotionalrelevancyintothesaleofanotherwisetechnicallyloadedproduct.
Enginesliftplanesoffthegroundandintotheskyinsearchofnewdestinations.Intheseplanesarepeople,whoentrusttheirlivestothequalityofthoseveryenginespoweringthemforward.SidLeesawthisstoryasadifferentiatorforP&WCanada.
Solution:P&Wwascelebratingits80thyearinthebusinessofbuilding,innovatingandimprovingengines.Itwas acompanyonwhichyoucoulddepend.Otherbrandscouldclaimqualityandtrust,butonlyP&WCanadahadtheexperiencetobackitup.DependabilitywasthefulcrumonwhichSidLeeleverageditsfourpointsofexpertise:innovation,customersupport,enginesandpeople.SidLeedevelopedanemotionalconnectionbetweenthebrandanditscustomers,communicatingdependabilityasP&WCanada’scorevalue.
BecauseP&WCanadahad itsowndesignandprintingdepartment, itwas importantthatSidLeeprovidedthemwithsufficientlydetailedguidingprincipleswhichtheycouldthenfollowwhencreatingtheirownpromotionaltools.Atoolboxwasthereforecreatedthatservedasanefficient,userfriendly,plug’n’playmanualthatunitedtheirexternalandinternalcommunicationsunderonevisualidentity.ItcommunicatedP&WCanada’snewbrandwithoutvisuallyseveringitstieswithitsparentbrand,P&WUSA.
Results:The work we developed for Pratt &Whitney showcases Sid Lee’s ability to conceive innovative brandinginitiativesacrosssectors.Moreover,theP&W“DependableEngines”conceptdemonstratestheimportanceofbrandingnotjustforthepublic,butalsoforinternalaudienceswhomustdeliverthebrandexperiencetocustomers.Attheheartofthatexperience,wechangedtheproductfromsomethingcoldandmechanicaltosomethingliterallyandfigurativelyuplifting.
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SID LEE - CASE STUDIES- 56 -
SID LEE - CASE STUDIES- 57 -
tourism montrealChallenge:Montrealisawelcoming,dynamic,passionatecitywitharichcultureandhistory.ButsoareNewYork,ParisandBuenosAires.WhatisitaboutMontrealthatsetsitapartfromtherest?Likeanyproduct,brandingadestinationrequiresfindingapointofdifferentiationandmakingsureit’sonethatresonates.By2007thevolumeoftouristsvisitingMontrealhadstagnated.Asaleisuredestination,Montrealwasclearlynotresonating.What’smore,TourismeMontréal’smarketingbudgethadbeencutby13.5%.
Insight: Withoutasufficientbudgettorewritethebrandstory,wehadtothinkofabetterwaytomakethecurrentstoryresonatemorepowerfullywithpotentialvisitors.
Likethemajorityofdestinationmarketers,TourismeMontréalhadconcentrateditseffortsontraditionalmediachannels.Theproblemwasthatmoreandmoreconsumers(80%)wereturningtotheWebtoplan,bookandsharetheirvacations.Theywerewritingtheirownnarrativesaboutthedestinationthroughpeerreviewsites,blogsandfriends’onlinephotoalbums,whichtogetherwerefoundtobemuchmoreinformativeandauthenticthanaone-pageadorcorporatebrochure.Thisbehaviour toldusthatwhattravellerswerelookingforwasanexperiencethatmadethemfeelanythingbutlikea tourist.
Solution:Wedecidedthatratherthanrunalongsidetheconversation,weneededtobeinit.AndsoweturnedthemicovertofiveMontrealers,eagertosharetheirpassionfortheircity.Thesefive“insiders”wouldreveal the city’s best-kept secrets in fine dining, fashion, arts and culture, night life and gay lifethrough a personal blog, Facebook page and Twitter feed. Potential travellers could follow theirchronicles and catch videos uploaded ontoYouTube and photo albums posted to their Flickr accounts.Visitors could experience the warmth, passion and rich culture and history from the authentic,intimateandconversationalperspectivethatcouldonlycomefromalocal.InsiderfindswerethenincorporatedintotheTourismeMontréalwebsite,wherevisitorscouldbuildthemintotheir future itinerary.
Results: •Morethan360articles,435photosand145videosgeneratedbythecampaignwerepublished
on other blogs •Anincreaseof17.6%newvisitorstothesite •Anincreaseof12.3%inhotelbookingsthroughthesite •Morethan7,000followersonTwitter
SID LEE - CASE STUDIES- 58 -
SID LEE - CASE STUDIES- 59 -
saPutoChallenge:SaputoacquiredFromagesCaronInc.,afinecheeseimporter,andFromagerieCayer,afinelocalcheesemaker.Afterafewyearsofmarketingthesetwobrands,Saputodecideditwastimetohaveabrandingstrategyenablingthemtocompetemoreefficientlyinthisgrowingsegment.SidLeewascalledintodevelopthisbrandstrategy.
Insight: Thecategorywasaneclecticcollectionofsmall,one-offbrands.TheSaputofinecheeseportfoliowasnodifferentwith35 -40differentproductscomingfromtwoacquiredcompanieswithnovisualorbrandlinkbetweenthem.Adecisionwasmadetorebrandtheentireproductlineunderonestrongumbrellabrandwhilekeepingtherichindividualbrands,auniquestrategyinthiscategory.ThisishowAlexisdePortneufwasborn.
Solution:Brandingandpackagingwerecreatedtoshowcasethefineandauthenticqualityofthecheeseswhileupholdingtheartisticapproachtothebrand. •Thepackagingdemonstratedcontemporary inspirationdrawnfromtradition.Theumbrella
brandunifiedthefamilyofproductsbuttheuniquecharacterandauthenticityofeachcheesewas brought to life.
•SidLeecreatedthein-storepromotionalmaterialbydesigningposterbooks,aprons,theAlexisdePortneufwebsite andotherpromotional tools to involveboth tradeandconsumerand showcasethebrands’qualities:superiorquality,artistic,distinctintasteandcreation.
Results: •Thebrandquicklygainedrecognitionamongstcheeseloversandthebrandingeffortsaffected
sales right from the introduction •Averagesalesincreaseof30% •LaSauvaginedelaFromagerieAlexisdePortneufproductwonthefirstprizeattheCanadian
CheeseProducers’awardsin2006
SID LEE - CASE STUDIES- 60 -
SID LEE - CASE STUDIES- 61 -
bota botaChallenge:In2009,SidLeeArchitecturewashiredtocreatethearchitecturaldesignsfortheBotaBotafloatingspa, thereby providing a third incarnation for the former ferryboat that used to link Sorel andBerthierinthe1950s.
Thisbriefheldtwochallenges.First,ourteamsneededtoadaptwithtalentsfromvariousfieldsofexpertise—rangingfromnavalarchitecturetointeriordesign—toworktogethereffectively.Second,the very nature of the steel boat was going to have a constraining effect on material choice.
Insight: Tosuccessfullycompletetheship’sthirdincarnation,ourteamsdecidedtoimmersevisitorsintoamultisensoryworldinspiredbytheaquaticenvironment,themaritimeworld,theship’srichhistoryandthesurroundingMontréallandscape.Theplanbehindthisconcept:theexperiencewouldbethemessage and the end user, the medium for this message.
Solution:Our program recreated an environment reminiscent of an ocean liner voyage contemplating theMontréalskylineandtheSt.Lawrenceriver.Theshipseemedtobefloatinginthetimelessspaceoftheriver:thissenseofinfinitypermeatedthroughtheship’sinterior,creatingaworldofmateriality,ambianceandcolor.Consequently,movingthroughthesesea-inspiredspacesbecamea journeyofdiscoveryforthesensesandprovidedatemporaryescapefromtheoutsideworld.
Theuniquenessandsynergyoftheprojectweresuccessfullyobtainedthankstoourcreativeteams’leadershipastheprojectrepresentedafusionofdisciplines:buildingarchitecture,navalarchitecture,interior, industrialandgraphicdesign,aswellasbuildingandnavalengineering.Thisminglingofmultipledisciplineswasnecessarytotacklethetechnicalandtechnologicalchallenges,suchasintegrating structures that are usually found on solid ground.
Results:Soonafteritsintroduction,BotaBotasurpassedinitialexpectations,bothinsalesandinpresscoverage.Thisnovelconceptcaught theattentionof a varietyof fields ranging from leisure,designandarchitecturetospaguidesandtourism.Consequently,thebuzzgeneratedbyitslaunchattractedbothMontréalersandtouristsfromaroundtheworld.
BotaBota’scapacitytoembedstoriesintoaplacetocreatebothamarketandbusinessvalueallowedtheproject to receive aworld-renownedDesignGoldLion inCannes.The spaboat also receivednumerouslocalprizesinthe2010GrafikaandGrandsPrixduDesigncompetitions.Itsintroductionwasmentioned in variousmagazines includingAzure,FastCompany,Domus Israel, Frame andSurface.Finally,thespawascitedinCondéNastTraveller’sHotListSpasfor2011.
SID LEE - CASE STUDIES- 62 -
SID LEE - CASE STUDIES- 63 -
Change is everything and fashion dictates. I know. Grey is the new black and before you know it, it isn’t all that. Good news is I’ve now got you covered. I’ll easily wrap around your favorite Original Fatboy® and modify it to your heart’s content. I can also convert it to the outdoors or vice versa. Fashion better keep up with me.
180 cm x 140 cm
2 kg
washable
excellent color fastness
hello. i’m the jacket.
SID LEE - CASE STUDIES- 64 -
SID LEE - CASE STUDIES- 65 -
fatboY®
Challenge:Fatboylaunchedin2002.Overtheyears,thebrandachievedgreatsuccessthroughonekeyproduct:theOriginal,anoversizedbeanbag.Thankstoitsexceptionaldesign,theOriginalhelpedthebrandexpandintoover35countriesglobally.
In2010,Fatboyarrivedatasignificantturningpointinitslifecycle.Tostoplosingrelevance,thebrandneededarefresh.Mostimportantly,Fatboyneededtomovefromaproduct-centricbrandtoalifestyle brand, as the brand that had once been associated with urban living was turning into a mass and suburban brand.
Consequently,howcouldSidLeepreventtheFatboybrandfrombeingperceivedas“mass-marketandcommonplace”andtakeitbacktoitsrootsasa“hip,upstartbrand”?
Insight:TheFatboybrandhastwotargetconsumergroups,the“DesignElite”andthe“ModernMother.”The“DesignElites”aretheinfluencersandtrendsetterswhoenhanceandmaintainFatboy’sbrandimage.The“ModernMothers”arethemassconsumerswhomakeupthemajorityofFatboysales.Thistar-getshopswithfamilybenefitsandcomfortinmind.
Whenweanalysedbothtargets,wenoticedthatFatboyfansperceiveFatboyasbeinglikea“Sundaymorningfeeling”:asenseofpurerelaxation,ofbeingfreeandgettingabreakfromtheroutine.
Thankstothisinsight,ourteamsfoundanewcommongroundforFatboyanditsfans:wewouldcom-municatethatFatboyisallabout“awonderfullerlife.”Fatboyisabrandthatsnapsyououtofauto-pilotmodeinyoureverydaylifeandgivesyoutheoptionofdoingsomethingnewwheneveryoufeellikeit.Fatboybreaksyourroutineandencouragesyoutobeuninhibited—tothinkwhatyouwanttothink,dowhatyouwanttodo,andliveasurprisingandfunlife.
Solution:ToshiftFatboyintoalifestylebrand,ourteamsgavethebrandanevolvedpositioningandbroughtittolifethrough a new visual identity.
Tofurtherexplorethisnewpositioning,SidLeegavefutureproductandcommunicationsrecommenda-tionsviaaBootCamp—aneventcarriedoutatSidLeeheadquartersinMontréalwhereagroupoftalentsimaginedthefutureoftheFatboybrandthroughnewproductextensionsandbrandexperienceideas.
Inparallel,Fatboybroughtforwardmanyfactorstosupportthisnewclaim.Allproductdesignshadaspe-cial“FatboyTwist.”Forexample,theOriginalisaseatingdevicethat’snotachair,andEdisontheGrandisalamp,butit’snotthenormallampyouseeeveryday.
Finally,thebrand’svalueswererealignedtofitthenewpositioningandbrandidentity:friendly,imaginative,stylish,surprising,cheekilyhumorous,relaxed,colourful,boldandopen-minded.
Results:TheFatboybrandofthefuturewasofficiallyhere.Allinall,acompletelyrejuvenatedbrandstructurewasdesignedforFatboythatwouldallowthebrandtocarryitselfprominentlyintothefuturewhiledeliveringlifestyleoptionsratherthanproducts.
Furthermore,fromtheBootCamp,Fatboyhadconcreterecommendationsandsolutionsforacom-pletebrandecosystemthatrangedfromproductplatformstoexperientialpieces.Additionally,aware-nessofthebrand,alongwithitsshifttodeliverlifestyleoptionsratherthanproducts,washeightenedthroughheavymediacoverageoftheuniqueevent,whichincludedaclosepartnershipwithFrameMagazine.
A wonder-
fullerlife
SID LEE - CASE STUDIES- 66 -
SID LEE - CASE STUDIES- 67 -
SID LEE - CASE STUDIES- 68 -
SID LEE - CASE STUDIES- 69 -
boot camPChallenge:ForitsinauguralBootCamp,SidLeeCollectiverecruitedeightmultidisciplinarytalentsfromacrosstheglobetoliveandbreathecreativityfor240hoursstraight.TheirmissionwastotakeDutchlife-stylebrandFatboy®intothenextdecadeusingthecompany’ssloganandphilosophy—AWonder-FullerLife—asinspiration.SidLeechosetopartnerwithFatboy®foritsfirsteverBootCampbe-causeitshareswiththeagencyanopen,multi-disciplinaryapproachthatisperfectforthistypeofexperimentalproject.
Bytappingintoenvironmentaldesign,advertising,creativetechnology,graphicdesign,industrialde-sign,andarchitecture,theBootCampteamwastaskedwithcreatingexperiencesthatrethinkthewaywelive(focusingonthefourcentralthemesofeat,play,restandmove)inandaroundthehomeofthe future.
Insight:TheintenseBootCampitineraryincludeddailybriefs,talksbyindustryexperts,brainstormingsessionsandearly-morningexercisedrills(aswellassomewell-deserveddowntimeexploringthecityofMontréal).Fortheentire10days,thecampershunkereddowninanindustrialworkspacetransformedintoanindoorcampgroundespeciallyfortheexperience.ThecampwasdividedintothefourthemesofEAT,PLAY,RESTandMOVE,andtherecruitswereaskedtobasetheircreativeideasaroundthesethemes,withthehelpofinternalandexternalexpertcoaches.
Thespace,conceivedbySidLee,wasdesignedtobeascleanandopenaspossibleandwasfilledwithFatboy®productssothattherecruitswereconstantlyinteractingwith—anddrawinginspirationfrom—thebrand.
Solution:ThegoaloftheBootCampwasn’ttoproducedeliverableproductsorcampaigns,buttoimmerseyoungcreativemindsfromdifferentbackgroundsanddisciplinesinSidLee’sunique,limitlesscre-ativeprocess,anapproachwecallCommercialCreativity™.Alloftherecruitscamefromamulti-disciplinarybackgroundandcontributedequallytoeveryaspectofthecreativeprocessduringtheBootCamp,steppingoutoftheircomfortzonesandcrossingcreativeborders.
Results:Afteranintenseandexhausting10days,theBootCampteampresentedtheirideasinanimpressiveSidLeeroll,agiantmock-upofalltheirworkrolledoutacrossalongworktable.TaskedwithcreatinginnovativeandimmersiveFatboy®experiences,thefinalresultwasAWonder-FullerLand—alivingartinstallationcompletewithfloatingcocoon-liketentswhereguestswereinvitedtocreatetheirownlight, colour and sound orchestrations.
TheBootCampcontributedtoincreasebrandawarenessforFatboy®andprovidedthemwithcon-crete recommendationsand solutions foracompletebrandecosystemtoelevate the futureof thecompany.Throughoutthe10-dayBootCamp,fanscouldfollowthecreativeteam’sdailyadventuresonSidLee’sFacebook,Twitter,FlickrandVimeopages.Theresult?Hundredsofthousandsofviews,shares,comments,“Likes,”andmediacoverageacrosstheglobe.
MoveRest
Eat Play
SID LEE - CASE STUDIES- 70 -
SID LEE - CASE STUDIES- 71 -
SID LEE - CASE STUDIES- 72 -
SID LEE - CASE STUDIES- 73 -
OthER MANDAtEsCreating and Communicating Brand Experiences
SID LEE - CASE STUDIES- 74 -
SID LEE - CASE STUDIES- 75 -
ajax AFC - House of Ajax -
SidLeeArchitecture,incollaborationwithSidLee,gsmprjct°andJimmyLee.tv,wasmandatedbytheAFCAjaxfootballclubtocreatethenewAjaxexperience,amuseumthatcelebratesahallowedsportsfranchise and allows visitors to discover what hasmadeAjax one of themost respected teams infootball’s history. TheAjax Experience embodies the team’s attachment to the city ofAmsterdam.Designed as anextensionofthefamouscentralsquareRembrandtplein,fansandvisitorswillbeabletounderstandAjax’s philosophy and understand unique football culture. Throughout its history, the team hasdevelopedtheskillsandmeanstospotemergingtalent,shapetruesportstitansandthus“Buildgiants”.Inthisinteractiveexperience,thegiantsthemselvesarehonored,butaparticularattentionisalsopaidtothetechniques,trainingandpassionthatallowAjaxtocontinuallydevelopleadingtalent.Thewholeexperienceisfocusedoncreatinganinspiringcelebrationofauniquestoryofachievement.Visitorswillembarkonthisimmersivejourneythroughtheteam’shistoryandheroes,andexperiencewhatittakestobeagiantinaseriesofplayfulinteractiveeventsandinspiringhistoricalrecollection.
SID LEE - CASE STUDIES- 76 -
SID LEE - CASE STUDIES- 77 -
C2MTL.com
75 Queen, # 1400 Montréal, QC, H3C 2N6 Canada T 1 514 380 8755 www.C2MTL.com
C2-MTL
Markets are in turmoil, competition is
fierce, inbox is overflowing,
what do you do?
Disappear for 3 days.
Powered byContent Partner
Special Creative Partner
Curated by
C2-MTL
Commerce + Creativity
Montréal
22 – 25 May 2012
C2-MTL: Reinventing the business conference to find creative answers to commercial questions
“The Cirque du Soleil has been on board with C2-MTL from Day 1 for a very simple reason: the
reinvention of the global conference concept. Expect to be surprised.” Daniel Lamarre,
President ∞ CEO, Cirque du Soleil
A business conference … only differentC2-MTL is a completely new kind of annual global conference, one that explores the relationship between commerce and creativity and its potential to redefine business. This immersive three-day event showcases the value of using both the left and right sides of our brains to optimize our thinking potential, and offers participants practical advice and work tools to apply this integrated thinking approach to business.
Most business conferences follow the same tried-and-tested format. But C2-MTL aims to completely reinvent the conference experience, innovating the way we share information and build connections. This first edition features a smorgasbord of non-traditional experiences including talks by top-tier speakers from across the globe, special presentations from our creative partner Cirque du Soleil like you’ve never seen them before, immersive exhibitions, a creativity Boot Camp, collaborative events and more — all set in a unique innovation village designed exclusively for C2-MTL.
And when the lights go down, participants are invited to recharge their minds and bodies with a host of fun festivities including music, projections, parties and performances showcasing some of Montreal’s greatest creators.
A meeting of mindsCollaboration is key to successful business. And now, for the first time ever in Montreal, innovators from every industry — from young entrepreneurs to C-level business executives — can come together to share knowledge in a collaborative and creative environment.
This event is a unique opportunity to break boundaries between industries and disciplines to inspire an open exchange of ideas. And at the end of the experience, you’ll have a wealth of tools and knowledge to take away to help you leverage innovation towards your business.
Successful Business Models
How can we build a business model based on constant reinvention? How can R&D investments create value?
Success Indicators
What are the corporate, social and environmental benchmarks of success in this changing and complex business world?
Path Dependency
How can we recreate our success without simply repeating it and narrowing the experience?
Start-Up Mentality
How can we be big, fast and nimble? How can we retain a culture of ideas and risk-taking?
We’ve got it covered New Ideas
How do we think? How do we come up with new, groundbreaking ideas? How can we shape our environment
to make it more conducive to the emergence of new ideas?
CollectiveCreation
How can we generate an atmosphere of serious play and lower internal and external barriers? How can we benefit
from crowd-sourcing, user-generated content and turn interaction into innovation?
Multidisciplinary Thinking
How can we mix disciplines to innovate? How do we cross boundaries between crafts and industries to generate new insights? How can
multicultural teams enrich the creative process?
Creative Spaces How can we create cities, spaces, platforms and workspaces
that are conducive to new ideas?
Corporate Culture
How can we create an environment that invites people to explore and experiment?
Expect the Unexpected
Evening FestivitiesWhen the lights go down, enjoy
some well-deserved down time with surprise gourmet experiences,
parties “à la Montréal”, live entertainment and more.
Evolving Content We don’t have all the answers. Do you? C2-MTL’s evolving content is fed by speakers, editorial
input, media partners, online collaboration and most of all, you.
A Taste of Creativity No airport food here! The C2-MTL dining experience is as creative and original as the event itself.
ProjectionsAs the sun sets,
prepare to be blown away as our industrial
venue becomes the stage for inspirational
projections on a spectacular
scale.
Creativity Boot CampThe C2-MTL innovation village plays host to a creativity Boot Camp. Watch as two multidisciplinary teams compete to redefine a global brand, culminating in an exclusive presentation of ideas.
Conceptual SpacesThe C2-MTL venue features a collection of conceptual environments designed to inspire creativity and collaboration.
Engaging Exhibitions
Immersive exhibitions throughout the
C2-MTL site showcase and celebrate creativity in business.
Multimedia Conferences
Forget PowerPoint presentations. C2-MTL embraces the latest
technologies to deliver content that will engage and inspire.
Collaboration and Networking The stage is set for you to mingle and network. C2-MTL will put you in touch with the people you want to meet, and the people you didn’t know you had to meet.
Content Partner
Cirque du Soleil beyond the Big Top As our special creative partner, world-renowned creative juggernaut Cirque du Soleil will surprise participants with unexpected segments throughout the event. Stretching their talents beyond the trapeze and tightrope, you can expect the unexpected. For those who can’t get enough of the Cirque du Soleil experience, optional VIP tickets to the new 2012 Cirque du Soleil show will be available at an additional cost.
Who’s walking the talk?Fast Company’s 2012 Most Creative People in Business will
be celebrated at C2-MTL. The issue lists 100 of the most influential and surprising executives, artists, and
impresarios crafting our culture and our future. In sessions such as “60 Minutes, 6 People Who Are Changing
The World,” Fast Company will explore the breadth of new ideas and new pursuits at play in our business landscape.
Written for and about the most progressive business leaders, Fast Company inspires readers to think beyond
traditional boundaries, lead conversations and create the future of business.
Fast Companyand Cirquedu Soleil:a content and creativitydream team
Traveling for business or pleasure? Why not both? Montreal’s industries are at the forefront of innovation in sectors as varied as film and biopharmaceuticals, with top-tier companies like Autodesk and Ubisoft setting up shop here to tap into the city’s impressive local talent and limitless creative potential.
The city is also home to some of the best festivals, events and artists in the world including the International Jazz Festival, Just for Laughs, the Grand Prix du Canada, Arcade Fire and Cirque du Soleil. And it is a true foodie Mecca, with thousands of world-class restaurants serving every kind of cuisine from cutting-edge Quebecois to Japanese, Lebanese and Ethiopian.
The New York Times hails Montreal’s “music-charged nightlife, slaughterhouse-chic restaurants and post-industrial revival,” while The Washington Post dubs it “one of the most exciting places in North America for boundary-busting art.” In 2011, fDi Intelligence named Montreal one of the top 10 American cities of the future, and Lonely Planet ranked it third in the world on its “Best Summer City” hot list.
C2-MTL is just minutes away from Montreal’s bustling Old Port
The only thing you won’t get from this conference is jet-lag
With frequent direct flights, it takes no time to reach Montreal, a bustling hub boasting
a unique blend of North American vibrancy and European culture. The C2-MTL experience was inspired by the city itself, reflecting
its unique and internationally celebrated reputation as a multicultural, creative
and dynamic destination.
SID LEE - CASE STUDIES- 78 -
SID LEE - CASE STUDIES- 79 -
C2-mtl - Business Conference (May 2012) -
Set in the creativehotbedofMontreal,C2-MTL is a collaborative and immersive conference thatinspiresright+leftbrainthinkingthroughasmorgasbordofexhibitions,multimediapresentations,conceptualspaces,projections,collaborativeworkshopsandcreativitybootcamps.Themultifacetedeventsitewillconsistofan’’innovationvillage’’whereparticipantswillbechallengedtoexplorenewideas, in various forms.
CuratedbySidLeeincollaborationwithspecialcreativepartnerCirqueduSoleil,contentpartnerFastCompanywhowillcelebratethehighlyanticipated‘100MostCreativePeopleinBusiness’andpoweredby leading conference specialists HSM, C2-MTL is reinventing the business conference to findCreativeAnswerstoCommercialQuestions.
articles
Bloggers
videos
SID LEE - CASE STUDIES- 80 -
SID LEE - CASE STUDIES- 81 -
sAQ signature- Retail Design -
SAQwaslookingtocreateadistinctiveexperienceforitshigher-endstoreconcept calledSAQSignature.Byintegratingcraftsmanshipandinnovativeuseofdesignandmaterials,
SidLeecreatedaspacethatappealstotheneedsandvaluesofthestore’spatrons.
IN COLLABORATION WITH æDIFICA
danone- Social Media -
Underthebannerof«dailywell-being,»Danone’ssocialmediaplatformsfeatureawealthoffunandinsightfulinformationabouthealth,nutritionandthebenefitsoffunctionalfoods.Ontheblog,scoresofpostsandresourcesinformreadersaboutthevalueofactiveliving.OnFacebook,thebrandfounditsvoiceandinteractswithfanseveryday,stimulatingconversation.Withover65,000fansinlessthan100days,theseactivitieshavehelpedmakeDanoneCanadaoneofthemostprominentfoodcompa-niesonthesocialnetworkingscene.AllcontentandplatformsaredevelopedbySidLee.
PAR VIDEOTRON
THE GSP STORY
16 17
ROUND — 1 / THE EARLY MAKING
“THEMORE I LEARN,
THE LEss I kNOw, pROpORTIONALLy.”
47
ROUND — 3 / LETTING THE PEOPLE SAY IT
as croP sUGGesTs:
“The maiN challeNGe for GsP iN This worlD is his visibiliTy…
PoP sTars are iN a DiffereNT sTraTosPhere becaUse They have
mass meDia behiND Them.
“ThaT saiD, oNe caNNoT helP bUT forGeT ThaT maNy marTial arTisTs have sUccessfUlly maDe The JUmP iNTo PoP cUlTUre via The silver screeN … aND we kNow ThaT GsP
has marqUee looks.”
iNTelliGeNceTrUsTworThyiNTimiDaTioN
machoPowerfUl
PerfecTioNisTsex symbol
cARLO bIANcHINI, cEO OF cROP RESEARcH
pop culture
pop culture
THE GSP STORY
56 57
ROUND — 4 / GSP, TODAY AND TOMORROW
a New
kiND
of
re
Nais
saNc
e ma
N a New
kiND
of
reNaissaNce
maN
GSP — BRAND BOOK 15
Comply with the grids presented in this guide for promotional items.
6.3 PROMOTIONAL ITEMS — T-SHiRTS
GSP — BRAND BOOK 4
2.1 LOGO — OFFiCiAl And SeCOndARy veRSiOnS
The GSP logo is an ambigram. it can be read right side up or upside down which represents GSP’s duality as a fighter and a man. The circular movement of the logo is about GSP’s energy and dynamic personality — he is a centrifugal force. it’s also a reflection of moves and tactics commonly associated with MMA. logo synergy is delivered by the use of a single thread that connects the G, S and P. This is a reflection of, and an homage to, the fighter’s journey seeking wisdom and perfection.
When it’s about the fighter, St-Pierre is on top. When it’s about the person, Georges rises.
official loGo (perSon)
official loGo (fiGhter)
PAR VIDEOTRON
DISPONIBLE SUR
1
ROUND — 1 / THE EARLY MAKING
SID LEE - CASE STUDIES- 82 -
SID LEE - CASE STUDIES- 83 -
Lib tv- Mobile channel -
SidLeeandJimmyLee,incollaborationwithJessieFilms,createdLIBtv,theCanada’sfirstWebandmobilechannelwithoriginalcontent.Availablewithillicotélé(channel900)andviacomputerthroughillicoWeb,thenetworkisaccessibleatalltimesandoffersaudiencesfastaccesstoengaging,richanddiversecontentthatisupdatedweekly.LIBtvhasproventobeagreatsuccessforVideotronandisamongthetop10VODchannels.
Georges st Pierre - Rebranding -
Georges St-Pierre (GSP) is an iconicfigure inhis sport, but unlikeotherfighters, hehas a certainhumantouchthatappealstowideraudiences.ToputforwardthedualityofGSP,thatofafighterandaman,werevisitedhisbrandimage.Wereworkedhislogoandphotos,andcameupatacticalplan(appearancesateventsandactivityonsocialnetworks).
SID LEE - CASE STUDIES- 84 -
SID LEE - CASE STUDIES- 85 -
Ubisoft- R.U.S.E. -
R.U.S.E. is a strategy game developed byUbisoft. Its game-play essence is based on the art of deception,settingitclearlyapartfromthecompetition.Wecreatedawebsiteshowcasingsomeofthegame’sRUSES.Theendproduct:Thefirstexperiential3-Dwebsiteintheworld,whichteachesyou the rudiments of military strategy.
contact information
Ateliers: Montreal 75QueenStreet,Suite 1400 Montreal,Quebec H3C2N6 Canada Phone:+1 514-282-2200
Amsterdam GerardDoustraat72 1072VVAmsterdam TheNetherlands Phone:+31 (0) 206 623030 Paris 12 rue du Sentier 75 002Paris France Phone:+33 (1) 44 88 83 90 Toronto 36DistilleryLane Suite 500 Toronto,Ontario M5A3C4 Canada Tél.:+1416-421-4200 Websites: sidlee.com sidleearchitecture.com jimmylee.tv sidleetechnologies.com
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ther
fan
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