Create what matters.
One of the industry’s most multidisciplinary creative companies, Sid Lee is a collective of makers and thinkers based in Montreal, Toronto, Paris, New York, Seattle and Los Angeles. We use the power of collaboration to create work that matters across advertising, branded content, social media, digital, design and branding, architecture and retail design, analytics and experiential platforms.
Using deep strategic insights, we seek to strengthen our understanding of human behaviour while embracing change, technology and innovation. As a creative business ally, we have achieved international recognition by designing brand experiences rooted in people’s cultures and everyday lives for some of the industry’s most progressive clients.
Offering fully integrated solutions across the globe, Sid Lee is a member of kyu, a collective of top-tier global creative companies—including IDEO, SYPartners and Digital Kitchen—established by Hakuhodo DY Holdings, the second-largest agency network in Asia. Together, we propel our belief that creativity has the power to move the economy and society forward. Sid Lee also imagined C2 Montréal, one of the largest innovation conferences in the world.
Cirque du Soleil, MLSE, HBO, The North Face, Toronto Raptors, Samsung, Spotify, Facebook, TikTok, Netflix, Yahoo! Sports, DAZN, UbisoftWSP, Lowes, HBO, Hyundai, KFC, Paris Saint-Germain FC, PSP Investments, BNP Paribas, DAZN, Yahoo! Sports, Ubisoft, adidas, Molson-Coors, Moët & Chandon, Stella Artois
We The North isn’t just a campaign. It’s an example of how an identity-shaping truth can spark a brand crusade and ultimately get firmly rooted in the culture of not just a city, but a whole country.
We opted to dial up the Canadian pride by establishing the former NBA outsider as a fierce team not just from Toronto, but from Canada. The Raptors embraced their outsider status and went all in.
And it took hold. From 2014 on, We The North was the rallying cry that allowed the Raptors and their local fans to take pride in their Canadian identity.
Flash-forward to 2019: As the team started clawing its way closer and closer to the championship, We The North turned into a movement that grew louder and spread further. Suddenly, We The North didn’t end at the Canadian border anymore. It reached across the planet to capture the collective imagination and was adopted by people and brands everywhere who felt compelled to appropriate it and make it their own. The world was engaged. Everyone shared in the pride.
Stella Artois' goal was to become the beer synonymous with progressive dining experiences, so we helped them create their largest every proprietary experience platform called Le Savoir. The platform stretched from a series of global ticketed events, to social content, at-home hosting kits, and even an interactive music video made in collaboration with The Roots that used experimental psychology to change the flavors in a Stella Artois.
The North Face asked us to remind the world why exploration matters. Along the way, we discovered that today's explorers are often misunderstood. We needed to change people's perceptions. Question Madness challenges preconceived ideas of a life well lived, ultimately proving that feeding our curiosity is the clearest path to progress.
Finding a shared conviction: the secret to a successful brand strategy for consolidated businesses.
For nearly a decade, WSP — an international consulting firm for professional engineering services — focused on expansion through a series of mergers and acquisitions that saw 100 independent firms and brands, with 40,000 employees across 40 countries, trying to operate as one entity, and often pitching for and delivering new business as one entity. Leadership at WSP saw an urgent need to uncover and articulate a new positioning that would unify its large and fragmented workforce.
Uncovering meaning to create connections
Every leader and engineer we spoke with had a profound sense of accountability toward the future. It was not a nebulous ideal, but rather a feeling of commitment to making communities, cities, and environments thrive. This belief was powerful, and even more so given the natural, noble humility that permeated each business WSP had acquired.
They believe that for societies to thrive, we must all hold ourselves accountable for tomorrow. We articulated their purpose by declaring that we exist to future-proof our cities and environments.
This core belief wasn’t only true and motivating for employees — it was something shareholders and future clients could latch onto.
Conceived and designed by the Sid Lee and Sid Lee Architecture team, The Sanctuary is discreetly nestled in the basement of one of Boston's oldest commercial streets at 73 Newbury Street. More than a store. It’s a place of worship, where fans can gather, revere the gear, and gear up with some of the most limited drops, iconic kicks and merchandise from adidas x Concepts.
The space also introduced special interactive mirror boxes designed by artist, Jordan Sodenberg Mills who’s work can typically be seen in galleries around the world (Victoria and Albert Museum, Blythe House, Museo Nacional de Bellas Artes), but never before in a retail space.
An immersive, multi-season-long engagement that expanded the Westworld narrative through in-world websites, social communications, coded messages, and real-world activations.
In partnership with HBO and Kilter Films, the Westworld Season 1 digital experience we created had garnered massive engagement, winning an Emmy for Outstanding Creative Achievement in Interactive Media. We asked ourselves: how can we continue to build success when we’ve already helped launch a certified cultural phenomenon for Season 1?
For Season 2, we went wider and deeper, crafting a campaign that transcended the boundaries of marketing to become an essential part of the narrative experience and sparked a fandom of its own.
Become an accessible firm
Choosing the right lawyer may seem simple, but there are so many to choose from in this particular market. Each firm extols their team’s skill sets, which can make for a complex and intimidating search, especially when everything looks the same from one firm to another. Fasken wanted their brand to be able to stand out by focusing on the attorney. Because in law, you’re not choosing a brand, you’re choosing a human being.
Creating a meeting space
Strengthening and simplifying their image was important, but a firm can’t run on reputation alone anymore. These days, the first thing 75% of people do when they need a lawyer is look online. But when it's time to choose, the most important criteria above all else is a person – a face – that projects confidence. We encouraged Fasken to look at their website in a different way, as an interface enabling a true connection between an individual and their lawyer.
User data is at the heart of the annual Spotify Wrapped campaign, which celebrates the major musical and cultural moments of the previous year. In 2018, on top of adapting the global campaign to the Montreal and Toronto markets, we decided to push the engagement further by working with users’ 2018 musical data in a tangible way and creating the ultimate experience: the Spotify Wrapped Bingo. During events organized in Montreal and Toronto, as well as on Facebook and Instagram, users were able to take part in the game and personalize their bingo cards by using their own Spotify data from the previous year.
"Their communication was lightning fast."
Sid Lee built an email marketing campaign to build a stronger conversion rate. The team also assists with optimization and A/B testing.
"Their communication was lightning fast."
Mar 21, 2019
Goals have been exceeded due to Sid Lee’s expertise. The workflow throughout the engagement was seamless. Their correspondence was also a noteworthy element.
The client submitted this review online.
Please describe your company and your position there.
I’m the director of sales for a manufacturing company.
For what projects/services did your company hire Sid Lee?
We hired Sid Lee to create an email marketing campaign to nurture prospects.
What were your goals for this project?
We needed to create content quickly, and maintain a stronger conversion rate.
Describe the scope of their work in detail.
Sid Lee provided their expertise, while we built a strategy with them. Their team provides email marketing, optimization, and A/B testing services.
What was the team composition?
We work with two strategists and a content developer.
Can you share any outcomes from the project that demonstrate progress or success?
We’ve beat our goals for conversion, sales, and upsells.
How effective was the workflow between your team and theirs?
The workflow between our teams was fluid.
What did you find most impressive about this company?
Their communication was lightning fast.
Are there any areas for improvement?
There were a few mistakes in the ad copies.