Sid Lee
Encyclopedia
Sid Lee is a creative services firm based in Montreal with offices in Amsterdam
, Paris
, Toronto
and Austin
. Founded in 1993, the agency now employs 450 workers from backgrounds as diverse as architecture, industrial design, interactive design, graphic arts and video production among others. Sid Lee has developed an international reputation for creating and communicating brand experiences — developing products, services and spaces and marketing them through advertising, experiential marketing, branded content and interactive communications. Commercial Creativity is how Sid Lee defines this multidisciplinary approach
Among the brands with which Sid Lee works are adidas
, Cirque du Soleil
, Dell
, Red Bull
and MGM Grand
. In 2007, Sid Lee redesigned the adidas Originals concept store which was subsequently launched worldwide. In that year, Sid Lee also launched a digital campaign for the brand and supported a collaboration between adidas Originals
and Diesel. In 2008, Sid Lee was named Global Agency of Record for adidas Originals.
Sid Lee launched a global brand campaign for adidas Originals under the Celebrate Originality banner featuring cultural icons such as David Beckham
, Kevin Garnett
, and Katy Perry
.
On March 16th, 2011, international sporting goods manufacturer adidas unveiled its latest global brand campaign. This is the first time that the company has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport sub-brands. Sid Lee created and produced the global campaign.
, in close proximity to Albert Cuyp Market
.
That same year saw the publication of Conversational Capital
: How to Create Stuff People Love to Talk About by the Financial Times Press. A collaboration between Chairman Bertrand Cesvet, Vice-President of Strategy Eric Alper and Creative Director Tony Babinski, the book was intended to demonstrate Sid Lee’s approach to creating word-of-mouth success stories.
Following Sid Lee’s initial European foray, the firm launched its second European office in Paris in 2009.
In 2011, Sid Lee has added to its global brand portfolio by winning part of Dell’s advertising business for consumer products. Based on this win, Sid Lee plans to open an office in Austin, TX
Amsterdam
Amsterdam is the largest city and the capital of the Netherlands. The current position of Amsterdam as capital city of the Kingdom of the Netherlands is governed by the constitution of August 24, 1815 and its successors. Amsterdam has a population of 783,364 within city limits, an urban population...
, Paris
Paris
Paris is the capital and largest city in France, situated on the river Seine, in northern France, at the heart of the Île-de-France region...
, Toronto
Toronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
and Austin
Austin
Austin is the capital of the U.S. state of Texas.Austin may also refer to:-In the United States:*Austin, Arkansas*Austin, Colorado*Austin, Chicago, Illinois*Austin, Indiana*Austin, Minnesota*Austin, Nevada*Austin, Oregon...
. Founded in 1993, the agency now employs 450 workers from backgrounds as diverse as architecture, industrial design, interactive design, graphic arts and video production among others. Sid Lee has developed an international reputation for creating and communicating brand experiences — developing products, services and spaces and marketing them through advertising, experiential marketing, branded content and interactive communications. Commercial Creativity is how Sid Lee defines this multidisciplinary approach
Among the brands with which Sid Lee works are adidas
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
, Cirque du Soleil
Cirque du Soleil
Cirque du Soleil , is a Canadian entertainment company, self-described as a "dramatic mix of circus arts and street entertainment." Based in Montreal, Quebec, Canada, and located in the inner-city area of Saint-Michel, it was founded in Baie-Saint-Paul in 1984 by two former street performers, Guy...
, Dell
Dell
Dell, Inc. is an American multinational information technology corporation based in 1 Dell Way, Round Rock, Texas, United States, that develops, sells and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest...
, Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
and MGM Grand
MGM Grand Las Vegas
The MGM Grand Las Vegas is a hotel casino located on the Las Vegas Strip in Paradise, Nevada. The MGM Grand is the third largest hotel in the world and largest hotel resort complex in the United States in front of The Venetian. The MGM Grand was the largest hotel in the world when it opened in...
. In 2007, Sid Lee redesigned the adidas Originals concept store which was subsequently launched worldwide. In that year, Sid Lee also launched a digital campaign for the brand and supported a collaboration between adidas Originals
Adidas Originals
Adidas Originals is a line of casual sports apparel, and is the heritage line of Adidas The brand uses the famous Trefoil logo, which was originally used on all adidas products until the company decided in 1997 that the trefoil logo would thereafter only be used on heritage products, and was...
and Diesel. In 2008, Sid Lee was named Global Agency of Record for adidas Originals.
Sid Lee launched a global brand campaign for adidas Originals under the Celebrate Originality banner featuring cultural icons such as David Beckham
David Beckham
David Robert Joseph Beckham, OBE is an English footballer who plays midfield for Los Angeles Galaxy in Major League Soccer, having previously played for Manchester United, Preston North End, Real Madrid, and A.C...
, Kevin Garnett
Kevin Garnett
Kevin Maurice Garnett is an American professional basketball player who currently plays power forward for the Boston Celtics of the National Basketball Association . After a high school basketball career at Farragut Career Academy which included winning a national player of the year award, he...
, and Katy Perry
Katy Perry
Katy Perry is an American singer, songwriter and actress. Born in Santa Barbara, California, and raised by Christian pastor parents, Perry grew up listening to only gospel music and sang in her local church as a child. After earning a GED during her first year of high school, she began to pursue a...
.
On March 16th, 2011, international sporting goods manufacturer adidas unveiled its latest global brand campaign. This is the first time that the company has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport sub-brands. Sid Lee created and produced the global campaign.
Recent developments
In 2008, Sid Lee launched its Amsterdam office in a neighborhood called De PijpDe Pijp
De Pijp is a neighborhood of Amsterdam, Netherlands.The Pijp is located directly south of Amsterdam's city centre and it is part of the borough 'Amsterdam-Zuid'. Most street names in the Pijp are named after Dutch painters, like Jan Steen, Frans Hals, Ruysdael and Vincent van Gogh.The most famous...
, in close proximity to Albert Cuyp Market
Albert Cuyp Market
The Albert Cuyp Market is a street market in Amsterdam, The Netherlands, on the Albert Cuypstraat between Ferdinand Bolstraat and Van Woustraat, in the De Pijp area of the Oud-Zuid district of the city. The street and market are named for Albert Cuyp, a 17th century painter.The market began as an...
.
That same year saw the publication of Conversational Capital
Conversational Capital
Conversational Capital: How to Create Stuff People Love to Talk About is a book about engineering word-of-mouth into brand experiences. Contrary to the conventional theories of mass marketing literature, which teach that one must scream something ten times to be heard once, the authors teach that...
: How to Create Stuff People Love to Talk About by the Financial Times Press. A collaboration between Chairman Bertrand Cesvet, Vice-President of Strategy Eric Alper and Creative Director Tony Babinski, the book was intended to demonstrate Sid Lee’s approach to creating word-of-mouth success stories.
Following Sid Lee’s initial European foray, the firm launched its second European office in Paris in 2009.
In 2011, Sid Lee has added to its global brand portfolio by winning part of Dell’s advertising business for consumer products. Based on this win, Sid Lee plans to open an office in Austin, TX