1. PRESS Release
For
immediate
release
Sid Lee Collective selects AIDS organization (RED)™ for its 2012 Commercial
Creativity Boot Camp
Recruitment starts today: Eight multidisciplinary creatives from around the world will be chosen
to explore innovation and ideas toward the fight against AIDS.
Montreal, March 7th 2012 – Sid Lee Collective starts recruiting today for its Commercial Creativity Boot Camp, in
collaboration with (RED), the innovative organization created in 2006 to engage corporations and consumers in the fight against
AIDS. The Sid Lee Collective Boot Camp will take place in Montreal during C2-MTL, an international conference on
commerce and creativity that includes the special participation of Francis Ford Coppola, from May 15th to May 24th, 2012.
“We are really proud to present our second edition of the Sid Lee Collective Boot Camp, and are thrilled to work with (RED)
and put Sid Lee’s creativity and innovation to their service” explains, Hélène Godin, Executive Creative Vice President and
partner at Sid Lee. “(RED) is one of the most advanced humanitarian organizations in the world, and we’re excited to use its
innovative model to stimulate ideas among multidisciplinary creatives from around the world”, said Mrs. Godin.
The challenge of the 2012 Sid Lee Boot Camp is to be INSPI(RED) TO INNOVATE. Creatives will be asked to imagine the
future of (RED) by generating powerful new ideas such as programs, events, technologies, products and places. What would you
do to take (RED) to the next level? How can (RED) continue to make an impact by innovating and mobilizing its supporters?
Applicants have until March 30 to visit the FACEBOOK.COM/MEETSIDLEE and be one of eight top creatives who will team
up for an intensive 240-hour creative blitz. Sid Lee is looking for the most creative people on the planet from age 18 and up, in
architecture, art direction, copywriting, industrial design, creative technology, web designer and graphic design (two people).
“The ideal candidate should feel comfortable out of his or her element and be ready and able to perform in an intensely creative
environment. Candidates should also be independent and entrepreneurial, with the capacity to envision the full scope of the
project from start to finish!”, explained Mrs. Godin.
The Sid Lee Collective Boot Camp will be held in Sid Lee’s industrial space for the first seven days from May 15th to May 21
and then for the last three days on the site of C2-MTL, an international conference on commerce and creativity. The final
presentation of the result of the creative process will be made in front of the C2-MTL audience, which includes high profile
personalities.
Successful applicants will be flown at Sid Lee expense*, where they will test themselves against the best creative talents in the
world. They will spend 10 days living and breathing the Commercial Creativity of Sid Lee as they reimagine the future of
(RED). They will get coaching by the best of the best on the Sid Lee team, rub shoulders with industry experts.
*Transportation to Montreal (up to Can$1,200), food, accommodations, activities.
All the details at: FACEBOOK.COM/MEETSIDLEE

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Interviews available on request.
About Sid Lee Collective – www.sidlee.com
Sid Lee Collective is an incubator that allows our team to push the boundaries of creativity further. Sid Lee Collective undertakes
cultural and commercial projects in the fields of visual art, industrial design, music, technology, etc. A brainchild of Sid Lee, the
Collective thrives on collaboration and experimentation. To find out more about the Collective or to send us your comments,
please visit: www.sidlee.com
About (RED)™ and (PRODUCT)RED™
(RED) engages business and consumer power in the fight against AIDS. To date, (RED) partners and events have generated
over $180 million for The Global Fund to Fight AIDS, Tuberculosis and Malaria. This money has supported HIV/AIDS
programs that have reached more than 7.5 million people affected by AIDS in Africa. Current (PRODUCT)RED Proud Partners
include: American Express (UK only), Apple, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, The Coca-Cola Company, Comcel,
Converse, Dell, Gap, Nike, Penfolds, SAP, Starbucks and Telcel and Special Edition partners include: FEED, Girl Skateboards,
Mophie, Nanda Home, Shazam and Solange Azagury-Partridge. Companies whose products take on the (PRODUCT)RED mark
contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund. On World AIDS
Day 2010, (RED) launched "The AIDS Free Generation is Due in 2015" campaign. (RED) is joining the global health
community in raising funds and awareness to help eliminate mother-to-child transmission of HIV by 2015 and helping to realize
the first AIDS-free generation in nearly thirty years. Learn more at www.joinred.com.
About The Global Fund to Fight AIDS, Tuberculosis and Malaria
The Global Fund is a unique, public-private partnership and international financing institution dedicated to attracting and
disbursing additional resources to prevent and treat HIV and AIDS, TB and malaria. This partnership between governments,
civil society, the private sector and affected communities represents an innovative approach to international health financing.
The Global Fund’s model is based on the concepts of country ownership and performance-based funding, which means that
people in countries implement their own programs based on their priorities and the Global Fund provides financing on the
condition that verifiable results are achieved.
Since its creation in 2002, the Global Fund has become the main financier of programs to fight AIDS, TB and malaria, with
approved funding of US$ 22.6 billion for more than 1,000 programs in 150 countries (as of 1 December 2011). To date,
programs supported by the Global Fund are providing AIDS treatment for 3.3 million people, anti-tuberculosis treatment for
8.6 million people and 230 million insecticide-treated nets for the prevention of malaria. The Global Fund works in close
collaboration with other bilateral and multilateral organizations to supplement existing efforts in dealing with the three diseases.
About C2-MTL
The C2-MTL conference is a unique event, which will be held from May 22 to 25, bringing together an all-star cast of speakers
from the business and creative communities, including Google, Walt Disney, Moment Factory and Cirque du Soleil. The 800 or
so participants from all over the world will discuss various ways companies can leverage creativity. The event will provide a
unique experience, combining prestigious conferences, networking opportunities, theatrical performances and collaborative
workshops. Visit C2MTL.com for more details.

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Information
Maeva Leblanc
Coordinator, Public Relations
514 282-2200, extension 614
maleblanc@sidlee.com