SID LEE | Fanzine Advertising EN

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SID LEE | Fanzine Advertising EN

  1. 1. advertisingOverview and Portfolio
  2. 2. SPARKINGCONVERSATIONSTHAT DRIVETRANSACTIONS.
  3. 3. Our Approach Ourto advertising servicesThe erosion of media channels and social barriers from the Our advertising services include:past decade has drastically altered the old advertising adagefrom “the medium is the message” to “experience is the mes-sage and the consumer is the medium.” Recognizing this • Brand strategychange, Sid Lee goes beyond simply crafting compelling • Creative developmentbrand stories or experiences and always makes sure that • Marketing investment adviceconversational currency is embedded in the narrative.Context, timing, where and how our consumer hears about it • Connection planningare all variables that play a role in the Sid Lee approach to • Roll-out planningadvertising. We understand that conversations are dynamic. • Tracking and optimizationAnd we are agile enough to fuel its course, adjusting theappropriate variables necessary to convert the conversationsinto transactions.
  4. 4. Who OurWE 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
  5. 5. ADIDAS - all in - The challenge of merging adidas’s Performance, Originals and Sport Style sub-brands resulted inadidas’ 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 -
  6. 6. SID LEE – ADVERTISING SID LEE – ADVERTISING - 10 - - 11 -
  7. 7. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 12 - - 13 -
  8. 8. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 14 - - 15 -
  9. 9. 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 Cupofficially 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 16 - - 17 -
  10. 10. 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 -
  11. 11. adidas originals - MEGA Diner - To support the launch of adidas Originals’ new collection of shoes, MEGA, we developed a TVcommercial 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. SID LEE – ADVERTISING - 21 -
  12. 12. 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.” SID LEE – ADVERTISING SID LEE – ADVERTISING - 22 - - 23 -
  13. 13. 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.SID LEE – ADVERTISING SID LEE – ADVERTISING - 24 - - 25 -
  14. 14. 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-010-0912INTC-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-010-0912TEL-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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 26 - - 27 -
  15. 15. Videotron - 3G - For Videotron’s 3G+ launch—the company’s biggest launch in five years—Sid Lee created a fullyintegrated 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 28 - - 29 -
  16. 16. SID LEE – ADVERTISING SID LEE – ADVERTISING - 30 - - 31 -
  17. 17. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 32 - - 33 -
  18. 18. 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 thetaste 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 34 - - 35 -
  19. 19. SATURDAY SUNDAY FEBRUARY 27 28 $10 En viguEur Du 31 JuiLLET Au 20 AOÛT 2008 OFF ON PURCHASE OF PH MB YELLOW ÉPREUVE 2rvice àlientèle 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 thémAtiquePH 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 CS3ÉPREUVE 1 D105388D_8752_Aff_Vitrine_Them_36x48 Chantal/Sophie Montage à 50 % du format final R.‑C. Épreuve à 61 % du montagece à Client Production Correction Commentaires SAQ_21421-009 PAGE 1 Typo vérifiéentèle 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
  20. 20. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 38 - - 39 -
  21. 21. SID LEE – ADVERTISING SID LEE – ADVERTISING - 40 - - 41 -
  22. 22. 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. SID LEE – ADVERTISING - 43 -
  23. 23. 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.” SID LEE – ADVERTISING SID LEE – ADVERTISING - 44 - - 45 -
  24. 24. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 46 - - 47 -
  25. 25. RED BULL - Crashed Ice - It’s winter and -20°C in Quebec City. Yet outside, braving the cold and snow are over100,000 Red Bull-fuelled people. We helped bring them together to celebrate an extreme hockey-skating competition called Crashed Ice. SID LEE – ADVERTISING - 49 -
  26. 26. 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. SID LEE – ADVERTISING - 50 -
  27. 27. 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. SID LEE – ADVERTISING - 52 -
  28. 28. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 54 - - 55 -
  29. 29. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 56 - - 57 -
  30. 30. 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. SID LEE – ADVERTISING - 59 -
  31. 31. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 60 - - 61 -
  32. 32. party poker - Everyone’s Playing -We created a global campaign for PartyPoker.com that highlighted the fact that high-stakes poker isbeing 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 62 - - 63 -
  33. 33. INQ - Wild is Calling -360-degree cell-phone campaign targeting the international youth market. SID LEE – ADVERTISING SID LEE – ADVERTISING - 64 - - 65 -
  34. 34. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 66 - - 67 -
  35. 35. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 68 - - 69 -
  36. 36. 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. SID LEE – ADVERTISING SID LEE – ADVERTISING - 70 - - 71 -
  37. 37. 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 increasesSi les collègues forment un groupe, embarquez. for the game by countering negative perceptions and differentiating the experience from the competition. lotoquebec.com SID LEE – ADVERTISING - 73 -
  38. 38. CONTACT InformationAteliers: 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. : +1 416-421-4200Websites: sidlee.com sidleearchitecture.com jimmylee.tv sidleetechnologies.com
  39. 39. Another fanzine

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