SID LEE | Fanzine Advertising EN

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SPARKING CONVERSATIONS THAT DRIVE TRANSACTIONS.

The erosion of media channels and social barriers from the 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 change, Sid Lee goes beyond simply crafting compelling brand stories or experiences and always makes sure that conversational currency is embedded in the narrative. Context, timing, where and how our consumer hears about it are all variables that play a role in the Sid Lee approach to advertising. We understand that conversations are dynamic. And we are agile enough to fuel its course, adjusting the appropriate variables necessary to convert the conversations into transactions.

Our Approach TO ADVERTISING

Our advertising services include:

• Brand strategy

• Creative development

• Marketing investment advice

• Connection planning

• Roll-out planning

• Tracking and optimization

Our SERVICES

• Established in 1993

• 550 professionals

• Ateliers in Amsterdam, Montreal, Paris, Toronto and Austin

• Clients in more than 16 cities around the world

• Entrepreneurial and independent

• Multicultural and multilingual

• Partner owned and managed

• Agency of the year in 2009, 2010 and 2011 – Marketing Magazine

• Worldwide Agency of the year finalist in 2009 – Ad Age

Who WE ARE

In addition to advertising, Sid Lee offers a flexible model that draws a thread through the full spectrum of consumer-brand touchpoints, above and beyond other agencies.

OurAGENCY MODEL

Traditional

Emergent

Mobile Marketing

Interactive and

Technology Solutions

Advertising

Brand Identity

Direct Marketing

Events & Activation

Social Media Marketing

Branded Content

ArchitectureInterior & Retail Design

Brand strategy

account management

Brand monitoring

activity planning

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

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.



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.

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Montage à 100 % du format final Épreuve à 100 % du montage Impression finale à 100 %

recto

60yearsof soles&stripes

celebrating

aPril 30, 2009

a d i d a s . c o m/o r i g i n a l s

Leave your mark on adidas’ history.Help us create a 60 Years of Soles and Stripes mural

at the adidas Originals store.

123 Wooster street

NeW yorK


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.


adidas- Star Wars Cantina -

To bring the adidas sponsorship of the World Cup and the adidas Originals World Cup Collection to life, we brought the two worlds together. The result? An adidas version of the

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.

adidas- Star Wars Teaser -

We debuted the 2010 campaign with the release of the Star Wars teaser video online and officially launched the much-hyped collaboration between adidas and Star Wars. This gave consumers

a sneak peek at the new adidas Originals Star Wars 2010 collection.

SID LEE – ADVERTISING- 19 -

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.


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.


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.”


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.

†Selon un sondage Léger Marketing, septembre 2009.

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LE POUVOIR DE PARLER SPORT AVEC UN MILLION DE PERSONNES.

InterurbaIns gratuIts et IllImItés entre abonnés résIdentIels*.

* Certaines conditions s’appliquent. Détails en magasin.

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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 otron Cube. The Cube is at the centre of all television

spots, print ads, web banners and the branding of the cable television operator.


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.



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.


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.

PERFERATIONS

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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 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 service des commandes privées sont exclus de cette promotion. Aucune mise de côté n’est acceptée.

FRANçAis

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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 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 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.

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6 BOTTLESOF WINE AND SPIRITSWORTH $10 OR MORE

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SATURDAY & SUNDAYFEBRUARY 27 & 28

$10

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.

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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.


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.


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.


cirque du soleil- KÀ -

Together with Cirque du Soleil, Sid Lee has built a live entertainment dynasty. We help ensurethat O, Zumanity, KÀ, Mystère, Criss Angel Believe and Love are indispensable

parts of the Las Vegas scene.

cirque du soleil- Corteo -

Sid Lee and Jimmy Lee created a trailer that faithfully captures the spirit and tone of Corteo using the show’s characters, story frame, staging, atmosphere and poetic lyricism. We communicate the

jaw-dropping excitement, energy and movement of Cirque du Soleil, and tell viewers that this show is a “must see.”


CIRQUE DU SOLEIL Entertainment Dynasty- Criss Angel Believe -

Together with Cirque du Soleil, Sid Lee has built a live entertainment dynasty. We help ensurethat O, Zumanity, KÀ, Mystère, Criss Angel Believe and Love are indispensable

parts of the Las Vegas scene.


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.


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.


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.


stylesense- For Shopaholics Only -

For the launch of StyleSense, we developed a brand platform bursting with feminine colours anddynamic 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.


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.


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.


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.


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.


INQ- Wild is Calling -

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


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.


fantasia- Claire -

fantasia- Fastest -

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

that attracted diehard supporters.

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

that attracted diehard supporters.


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.

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Si les collègues forment un groupe, embarquez.

lotoquebec.com

ALAIN FORGET� Associé fondateur

ST�ÉPHANIE LAT�OUR Associée principale

MICHEL LAVOIE Associé directeur

MAI DUONG Assistante juridique

DAVID POT�VIN Avocat sociétaire

ALVARO PEREZ Avocat sociétaire

PAT�RICE DUFRESNE Parajuridique

DOMINIC PROT�EAU Comptable

CINDY LEVAC Assistante juridique

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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.

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

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SID LEE | Fanzine Advertising EN

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