SID LEE | Case Studies EN

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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

SID LEE - CASE STUDIES- 12 -


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.







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









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



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






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.





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.





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





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.



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



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.



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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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



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



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.



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.



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





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





OthER MANDAtEsCreating and Communicating Brand Experiences



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.



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.



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



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



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).



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

Ano

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fan

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Documents

SID LEE | Case Studies EN