Sid Lee Design & Branding SID LEE COLLECTIVE BOOT CAMP by Sid Lee Montreal

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Canada
Agency Sid Lee Montreal
Released September 2011

Credits & Description

Category: Self Promotion
Agency: SID LEE
Agency: (Sid Lee - In Collaboration With Autodesk/Fatboy And Frame Magazine)
Photographers: Sid Lee/Neil Mota/Yann Ostiguy/Lucy Mcrae/Mathieu Fortin
Retouching: (Nuroi)
Print Production: (Graphiques M&H And Frame Magazine)
Make-Up Artist: Maïna Militza – Agence Satellite
Stylist: Sarah Bruneau - Agence Satellite
Media placement: N/A - N/A - N/A

Describe the brief from the client
For its inaugural Boot Camp, we recruited eight multidisciplinary talents from across the globe to live and breathe creativity for 240 hours straight. Their mission was to take the brand Fatboy into the next decade using the company’s slogan and philosophy—A Wonder-Fuller Life—as inspiration. We chose to partner with Fatboy because it shares an open, multi-disciplinary approach that is perfect for this type of experimental project.
The Boot Camp team was tasked with creating experiences that rethink the way we live (focusing on the 4 central themes of eat, play, rest and move) in and around the home of the future.

Describe the challenges and key objectives
The goal of the Boot Camp wasn’t to produce deliverable products or campaigns, but to immerse young creative minds from different backgrounds and disciplines in a unique, limitless creative process. All of the recruits came from a multi-disciplinary background and contributed equally to every aspect of the creative process during the Boot Camp, stepping out of their comfort zones and crossing creative borders

Describe how you arrived at the final design
The itinerary included daily briefs, talks by industry experts, brainstorming sessions and early-morning exercise drills. For the entire 10 days, the campers hunkered down in an industrial workspace transformed into an indoor campground especially for the experience. The camp was divided into the 4 themes of Eat, Play, Rest and Move, and the recruits were asked to base their creative ideas around these themes, with the help of internal and external expert coaches.
The space was designed to be as clean and open as possible and was filled with Fatboy products so that the recruits were constantly interacting with the brand.

Give some indication of how successful the outcome was in the market
After 10 days, the Boot Camp team presented their ideas in an impressive mock-up of all their work. The final result was A Wonder-Fuller Land—a living art installation complete with floating cocoon-like tents where guests were invited to create their own light, colour and sound orchestrations.
The Boot Camp contributed to increase brand awareness for Fatboy and provided them with concrete recommendations and solutions for a complete brand ecosystem to elevate the future of the company. Throughout the Boot Camp, fans could follow the creative team’s daily adventures on Facebook, Twitter, Flickr and Vimeo. The result? Hundreds of thousands of views, shares, comments, ‘likes’, and media coverage across the globe.