SID LEE | Fanzine Advertising EN

advertising
Overview and Portfolio

SPARKING
CONVERSATIONS
THAT DRIVE
TRANSACTIONS.

Our Approach Our
to advertising services
The erosion of media channels and social barriers from the Our advertising services include:
past decade has drastically altered the old advertising adage
from “the medium is the message” to “experience is the mes-
sage and the consumer is the medium.” Recognizing this • Brand strategy
change, Sid Lee goes beyond simply crafting compelling • Creative development
brand stories or experiences and always makes sure that • Marketing investment advice
conversational currency is embedded in the narrative.
Context, timing, where and how our consumer hears about it • Connection planning
are all variables that play a role in the Sid Lee approach to • Roll-out planning
advertising. We understand that conversations are dynamic. • Tracking and optimization
And we are agile enough to fuel its course, adjusting the
appropriate variables necessary to convert the conversations
into transactions.

Who Our
WE ARE AGENCY MODEL
• Established in 1993 In addition to advertising, Sid Lee offers a flexible model that
• 550 professionals draws a thread through the full spectrum of consumer-brand
touchpoints, above and beyond other agencies.
• teliers in Amsterdam, Montreal, Paris, Toronto and Austin
A
• lients in more than 16 cities around the world
C
• Entrepreneurial and independent
Interactive
• Multicultural and multilingual and Social Media
• Partner owned and managed Technology Marketing
Solutions
• gency of the year in 2009, 2010 and 2011
A
– Marketing Magazine Mobile Branded
Marketing Content
• orldwide Agency of the year finalist in 2009 – Ad Age
W
Brand
strategy

Interior Emergent
Account Brand
Retail Architecture
Design management monitoring
Traditional

Activity
planning
Events
Brand Identity
Activation

Direct
Advertising
Marketing

ADIDAS
- all in -

The challenge of merging adidas’s Performance, Originals and Sport Style sub-brands resulted in
adidas’ biggest campaign in their 60+ years of existence. To make it happen, Sid Lee crafted “adidas is
all in,” an epic story of unbridled passion and intensity deployed globally on all media platforms.

SID LEE – ADVERTISING SID LEE – ADVERTISING
- 8 - - 9 -

- 10 - - 11 -

ADIDAS originals
- Sid Lee Throws adidas a Party -

The house party film was the tip of the iceberg of a 360-degree campaign that helped adidas celebrate
its 60th anniversary and establish adidas Originals as a lifestyle brand. The “Celebrate Originality”
campaign included a global television spot, a relaunched website, print and retail ads, and a goody bag
full of experiential media.

- 12 - - 13 -

c e l e b r at i ng

60years
of soles
stripes a P r i l 3 0, 2 0 0 9

123 Wooster street
NeW yorK

Leave your mark on adidas’ history.
Help us create a 60 Years of Soles and Stripes mural
at the adidas Originals store.
a d i d a s .c o m/o r i g i n a l s

recto

CYAN MAGENTA YELLOW BLACK 4 x 6 InDesign CS2
CS3
D104647_7765_Postcard_Invitation AF/ANNE/PG Montage à 100 % du format final
ADIDAS PAGE 1 Épreuve à 100 % du montage Typo vérifiée
Impression finale à 100 % Photos vérifiées
20.11.2008 ÉPREUVE 4
R.‑C.
Rédaction Directeur Direction Service à Client Production Correction Commentaires
de création artistique la clientèle d’épreuves CD/DVD
FTP
Date : 00.00.08

ADIDAS originals
- Sid Lee Throws adidas a Party -

The house party film was the tip of the iceberg of a 360-degree campaign that helped adidas celebrate
its 60th anniversary and establish adidas Originals as a lifestyle brand. The “Celebrate Originality”
campaign included a global television spot, a relaunched website, print and retail ads, and a goody bag
full of experiential media.

- 14 - - 15 -

adidas adidas
- Star Wars Teaser - - Star Wars Cantina -

We debuted the 2010 campaign with the release of the Star Wars teaser video online and To bring the adidas sponsorship of the World Cup and the adidas Originals World Cup
officially launched the much-hyped collaboration between adidas and Star Wars. This gave consumers Collection to life, we brought the two worlds together. The result? An adidas version of the
a sneak peek at the new adidas Originals Star Wars 2010 collection. iconic Star Wars cantina scene serving as the setting for an Originals World Cup viewing party.
Star Wars characters and adidas ambassadors were in the same room for the very first time.

- 16 - - 17 -

adidas originals
- Celebrate Originality / Streets Where Originality Lives Campaigns -

In 2010, we brought the party to the streets. This story broke down into sub-stories, which allowed us
to promote Originals’ collections over a six-month. From a Star Wars-inspired Death Star
application and trailer to five-shoe QR Code collection. Finally, we cranked up the volume by taking
the party to the streets of London and a cantina in a galaxy far, far away in two videos that went
certifiably viral, with 2.2 and 4.5 million views apiece.
SID LEE – ADVERTISING
- 19 -

adidas originals
- MEGA Diner -

To support the launch of adidas Originals’ new collection of shoes, MEGA, we developed a TV
commercial as well as a digital experience that both took place in a vintage diner setting. Using the
“placing an order” mechanic that was introduced in the commercial as the core of the concept, this
digital experience invited users to place their own order for a MEGA product.

- 21 -

ADIDAS ORIGINALS BY DIESEL
- Originality United -

Originals Denim marked the first collaboration between adidas Originals and Diesel.
Sid Lee helped unite the two brands through a celebration of
“83 Originals Ways to Successfully Waste Your Time.”

- 22 - - 23 -

Gaz Métro
- A Natural Evolution -

In collaboration with Gaz Métro, Sid Lee has launched a new campaign—“A Natural Evolution”—
designed to promote Gaz Métro’s new corporate position as an energy company committed
to sustainable energy solutions. This is the story of a new world, a neighbourhood transformed
into blue. To achieve this effect, we used stop-motion technology (and a whole lot of chalk!)
and shot everything during the night.
- 24 - - 25 -

LE POUVOIR D’ARRIVER AU BUT
AVANT TOUT LE MONDE.
L’INTeRNeT Le PLus RAPIde eT Le PLus FIAbLe†.
POINT FINAL.

†Selon un sondage Léger Marketing, septembre 2009.

INTC-AFF-PRO-010-0912

INTC-AFF-PRO-010-0912.indd 1 09/12/09 12:55 PM

LE POUVOIR DE PARLER SPORT
AVEC UN MILLION DE PERSONNES.
InterurbaIns gratuIts et IllImItés
entre abonnés résIdentIels*.

* Certaines conditions s’appliquent. Détails en magasin.

tel-aFF-Pro-010-0912

TEL-AFF-PRO-010-0912.indd 1 16/12/09 11:58 AM

Videotron
- The Infinite Power -

To define the new image of Videotron, Sid Lee decided to keep the yellow and black colour scheme
and to apply it to a brand new icon: the Vide tron Cube. The Cube is at the centre of all television
o
spots, print ads, web banners and the branding of the cable television operator.

- 26 - - 27 -

Videotron
- 3G -

For Videotron’s 3G+ launch—the company’s biggest launch in five years—Sid Lee created a fully
integrated campaign announcing “The End of Time,” to work across Videotron’s various Infinite 3G+
plans. The campaign captured the attention of Quebecers in a powerful, striking way,
while placing “infinite power” in the hands of the consumer.

- 28 - - 29 -

- 30 - - 31 -

SAQ
- Foire aux vins français -

Sid Lee revamped the SAQ’s annual “Foire aux vins français” campaign by showcasing France in a
more modern light and releasing an integrated campaign on a multitude of different media.

- 32 - - 33 -

saq
- Find Your Taste Tag -

Choose the perfect wine swiftly, find your favourite wines with ease, discover new wines and create
perfect wine-and-food pairings. For these reasons, Sid Lee and the SAQ teamed up to create the
taste tags, which, after all was said and done, resulted in one of the SAQ’s largest integrated campaigns,
complete with point-of-purchase advertising, TV spots, flyers, circulars, tasting kits and more.

- 34 - - 35 -

SATURDAY SUNDAY
FEBRUARY 27 28

$10
En viguEur Du 31 JuiLLET Au 20 AOÛT 2008
OFF ON PURCHASE OF

PH MB
YELLOW

ÉPREUVE 2
rvice à
lientèle
Client Production
DIE
BLACK

Correction
d’épreuves
Affiches spiritueux_18 x 24
Montage à 100 % du format final
Épreuve à 60 % du montage
Impression finale à 100 %

Commentaires
InDesign

R.‑C.
CS1
CS2
Typo vérifiée
Photos vérifiées

Collecté sur CD
Envoyé sur FTP
Date : 10.03.2008
D104278_7330_Aff_Facade_BBQ
SAQ
17.06.2008
MB/PH
PAGE 1
ÉPREUVE 2
6 WINE AND SPIRITS
OF
BOTTLES
WORTH $10 OR MORE

ÎLOT FAÇADE
EN VIGUEUR lEs 15 Et 16 août 2009

EN VIGUEUR LES 15 ET 16 AOÛT 2009
Titulaires de permis, agences de la SAQ, comptoirs Vin en vrac et SAQ Dépôt exclus. Cette promotion est en vigueur les samedi et dimanche 13 et 14 février 2010 seulement et s’applique
Titulaires de permis, agences de la SAQ, comptoirs Vin en vrac, SAQ Dépôt et SAQ.com exclus. Cette promotion est en vigueur les 15 et 16 août 2009 seulement et s’applique uniquement aux produits uniquement aux boissons alcooliques fabriquées au Québec à partir de produits des terroirs du Québec et aux vins du Canada offerts en succursale. Promotion également offerte dans
offerts en succursale, à l’exception des cartes-cadeaux SAQ, des cartes de dégustation et des bons-cadeaux « Les Connaisseurs ». 18 ans et plus. Achats non cumulatifs. Les produits commandés par l’entremise du SAQ.COM. 18 ans et plus. Les produits commandés par l’entremise du service des commandes privées sont exclus de cette promotion. Aucune mise de côté n’est acceptée.
service des commandes privées sont exclus de cette promotion. Aucune mise de côté n’est acceptée.

D105082_8294_Aff_VitrinePromo_2_36x48.indd 1 7/13/09 1:59:10 PM

PERFERATIONS FRANçAis

MAY 21 TO 23
PMS 390 BLACK Affiche vitrine 36” x 48” InDesign CS2
CS3
D105082_8294_Aff_VitrinePromo_2_36x48 Gates Montage à 50 % du format final
SAQ PAGE 1 Épreuve à 55 % du montage Typo vérifiée
Impression finale à 200 % Photos vérifiées
13/07/09 ÉPREUVE 4
R.‑C.
Rédaction Directeur Direction Service à Client Production Correction Commentaires
de création artistique la clientèle d’épreuves CD/DVD
FTP
Date : 13‑07‑09

10%
EN VIGUEUR DU 29 AVRIL AU 16 JUIN 2010

D105388D_8752_Aff_Vitrine_Them_36x48.indd 1 10-03-29 11:38 AM

DIE
YELLOW BLACK Affiche vitrine_36 x 48 InDesign CS1
CS2 TROUS thémAtique
PH Montage à 50 % du format final
Épreuve à 60 % du montage Typo vérifiée CYAN MAGENTA YELLOW BLACK AffiChe vitrine 36” x 48” InDesign CS4
Impression finale à 200 % Photos vérifiées CS3
ÉPREUVE 1 D105388D_8752_Aff_Vitrine_Them_36x48 Chantal/Sophie Montage à 50 % du format final
R.‑C. Épreuve à 61 % du montage
ce à Client Production Correction Commentaires SAQ_21421-009 PAGE 1 Typo vérifiée
ntèle d’épreuves Collecté sur CD Impression finale à 200 % Photos vérifiées
29/03/10 ÉPREUVE 3
Envoyé sur FTP R.‑C.
Rédaction Directeur Direction Service à Client Réalisateur Correction Commentaires
Date : 12.02.08 de création artistique la clientèle d’épreuves CD/DVD
ATTENTION FTP
Le « trapping » est à faire par
l’imprimeur selon ses propres specs. Date : 00.00.10

Permit holders, SAQ agencies, Comptoirs Vin en vrac and SAQ Dépôt excluded. The promotion “Get 10% off every purchase of $100 or more” is valid from
May 21 to 23, 2010, and applies exclusively to products offered in store, with the exception of SAQ gift cards, wine cards and Les Connaisseurs gift vouchers. Offer
also available at SAQ.com. 18 years and over. Purchases are not cumulative. Products ordered through the private ordering service are excluded from this offer. No
layaways accepted.

SAQ
- Promotions and Themed Marketing -

The SAQ launches over a dozen themed marketing initiatives per year and offers its clientele more
than 20 corporate promotions. Sid Lee is behind the various campaigns, which spotlight
the corporate promotions in place.

OSE Z ER
D
ABORTRE SID LEE – ADVERTISING
VO ILLER - 37 -
E
C ONS

stm
- Society in Motion -

The STM was due for a makeover to keep it in line with service improvements and a green shift.
A new campaign entitled “Society in Motion’’ was born and featured the combination of
the STM’s blue icon and the user’s yellow icon to make green.

- 38 - - 39 -

- 40 - - 41 -

THE LEGEND LIVES ON

Written and Directed by JAMIE KING

cirque du soleil
- Show Posters -

In 2000, Sid Lee launched a global partnership with Cirque du Soleil. We have since left our mark on
every show creating the brands and communication tools to launch them around the world.

- 43 -

cirque du soleil cirque du soleil
- KÀ - - Corteo -

Together with Cirque du Soleil, Sid Lee has built a live entertainment dynasty. We help ensure Sid Lee and Jimmy Lee created a trailer that faithfully captures the spirit and tone of Corteo using the
that O, Zumanity, KÀ, Mystère, Criss Angel Believe and Love are indispensable show’s characters, story frame, staging, atmosphere and poetic lyricism. We communicate the
parts of the Las Vegas scene. jaw-dropping excitement, energy and movement of Cirque du Soleil, and tell viewers that
this show is a “must see.”

- 44 - - 45 -

CIRQUE DU SOLEIL Entertainment Dynasty
- Criss Angel Believe -

Together with Cirque du Soleil, Sid Lee has built a live entertainment dynasty. We help ensure
that O, Zumanity, KÀ, Mystère, Criss Angel Believe and Love are indispensable
parts of the Las Vegas scene.

- 46 - - 47 -

RED BULL
- Crashed Ice -

It’s winter and -20°C in Quebec City. Yet outside, braving the cold and snow are over
100,000 Red Bull-fuelled people. We helped bring them together to celebrate an extreme
hockey-skating competition called Crashed Ice.

- 49 -

smart
- Open Your Mind -

Sid Lee had the honour of launching an iconic new car in Canada: the smart. We compelled
people to dump the back seat and open their minds in a launch that overwhelmingly
eclipsed sales forecasts.

- 50 -

COPPERTONE
- Enjoy the Sun -

Sunscreen is a burden that helps us experience fun. Our campaign positions Coppertone
as the tool for “responsible fun in the sun” through a series of dramatic print
and television ads, reinforcing its leadership.

- 52 -

stylesense
- For Shopaholics Only -

For the launch of StyleSense, we developed a brand platform bursting with feminine colours and
dynamic images in a shopping context. We put together a comprehensive standards guide featuring
all the applications and different tones to be used in the design of each brand element.

- 54 - - 55 -

réno-dépôt
- If It Existed -

We helped Quebec’s home improvement champion reconnect with consumers. Rather than focusing
on the default positions of price or service, we appealed to professionals with selection.
Because if it existed, we’d have it.

- 56 - - 57 -

Belairdirect (ING)
- Hit Happens -

Car insurance is impersonal and boring. We’ve recast it, repositioning belairdirect
with a playful multi-channel campaign. As a result, the firm’s national profile
grew quickly with a flurry of requests for quotes.

- 59 -

IGA
- Food is Everything -

Sid Lee’s rebranding of IGA allowed the chain of grocery stores to retain its place as number one in
Quebec. The campaign increased consumer knowledge and appreciation of the brand
across the country, uniting food lovers.

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party poker
- Everyone’s Playing -

We created a global campaign for PartyPoker.com that highlighted the fact that high-stakes poker is
being played all over the world, by every culture known to man, now more than ever. The campaign’s
signature summed up our positioning nicely: Everyone’s playing.

- 62 - - 63 -

INQ
- Wild is Calling -

360-degree cell-phone campaign targeting the international youth market.

- 64 - - 65 -

Aeroplan
- Now Every Seat -

Customers asked; Aeroplan listened and enabled members to redeem for any available seat
on an Air Canada flight. We executed an innovative multi-channel campaign that
had customers shouting from their seats.

- 66 - - 67 -

fantasia fantasia
- Claire - - Fastest -

The Fantasia Film Festival is an offbeat event that attracts a devoted following. Our mandate was to The Fantasia Film Festival is an offbeat event that attracts a devoted following. Our mandate was to
grow it and make it appealing to a wider crowd, while remaining true to its original identity grow it and make it appealing to a wider crowd, while remaining true to its original identity
that attracted diehard supporters. that attracted diehard supporters.

- 68 - - 69 -

Loto-québec
- Lotto 6/49 -

Sid Lee’s brand rejuvenation campaign for Lotto 6/49 resulted in exponential sales increases
for the game by countering negative perceptions and differentiating the experience
from the competition.

- 70 - - 71 -

ALAIN FORGET STÉPHANIE LATOUR
A ssocié fondateur A ssociée principale

MICHEL LAVOIE MAI DUONG DAVID POTVIN ALVARO PEREZ
A ssocié directeur Assistante juridique Avocat sociétaire Avocat sociétaire

PATRICE DUFRESNE DOMINIC PROTEAU CINDY LEVAC
Parajuridique Comptable A ssistante juridique

Loto-québec
- Lotto 6/49 -

Sid Lee’s brand rejuvenation campaign for Lotto 6/49 resulted in exponential sales increases
Si les collègues forment un groupe, embarquez. for the game by countering negative perceptions and differentiating the experience
from the competition.

lotoquebec.com
- 73 -

CONTACT Information

Ateliers: Montreal
75 Queen Street, Suite 1400
Montreal, Quebec
H3C 2N6
Canada
Phone: +1 514-282-2200
Amsterdam
Gerard Doustraat 72
1072 VV Amsterdam
The Netherlands
Phone: +31 (0) 206 623030
Paris
12 rue du Sentier
75 002 Paris
France
Phone: +33 (1) 44 88 83 90
Toronto
36 Distillery Lane
Suite 500
Toronto, Ontario
M5A 3C4
Canada
Tél. : +1 416-421-4200
Websites: sidlee.com
sidleearchitecture.com
jimmylee.tv
sidleetechnologies.com

SID LEE | Fanzine Advertising EN

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