COMPÉTENCES : CONCEPTION AND IDEAS - WORK - ALSO WORK BUT IN FRENCH -
AGENCES : SID LEE PARIS - BETC DIGITAL - KONBINI - & MORE (CLEMENGER BBDO MELBOURNE, PUBLICIS BRUSSELS, ETC) -....
CLIENTS : UBISOFT - SALOMON GLOBAL - KFC FRANCE - MITSUBISHI....
Women athletes are not properly represented in sports advertising : they are only shown they can be two things : a pretty woman or a fighting woman.
We thought it'd be nice for a change not to tell women what to do. Or more exactly, we told them what to do, and they showed everyone else how they do it.
We then invited them to post their own versions of our prints, with an outdoor-minded photo of themselves flying in the face of a cliché about women.
Out of the best submissions, 5 were lucky enough to get invited to an outdoor multi-activity weekend with some of Salomon's most awesome women athletes (Kalen Thorien if you read this, I love you).
"The most watched campaign we have ever produced, and the second most watched video ever on our entire channel." Loïc Balliard, Global Marketing for Salomon
"The most gratifying campaign I've ever worked on." Me.
SID LEE Paris
We recruited 12 couples and sent them across the globe to test SKYN products in ideal conditions and tell us about what inspired their intimacy.
We then created a real guide (and its online version), with their actual photos and stories, making us discover the 30 best places to have sex around the world.
Awards : Global Effie Finalist (lost to the Adidas 'Original is never finished" campaign, so I guess it's ok)
S/LAB ME:sh is a bespoke running shoe built to fit any unique runner's needs. To prove it can adapt to any human, we assembled a ME:sh for the first one : Lucy the australopithecus.
To assemble it, we gathered data on Lucy's foot and created a 3D reconstruction with paleoartist John Gurche, studied the type of soil Lucy was running on with paleobiologist Dr.François Druelle, and recreated the way she ran with the help of the CNRS and its decades of research.
The entire process was notably documented in a branded documentary.
The decline of emblematic animals (tigers, pandas, whales, rhinos, etc.) elicits a strong emotional response from the general public. While because of their small size or their banal appearance, other species' are ignored and forgotten, despite their tremendous role in our lives.
It seems that in the shadow of "the greats", the others are disappearing.
SID LEE Paris
To bring a younger, more magnetic dynamic to KFC, we brought the Colonel to France.
We introduced him in due form with a 60 tweets presentation to get everybody to rumble, then launched the campaign in style with a 90" TVC. Of course we didn't stop there and kinda put the Colonel everywhere : in the streets, on social media, on Konbini, and even in the crowd during a French national soccer team game.
To promote Ubisoft's The Division, a video game taking place in a post-pandemic New York, we came up with a prequel to the game : a simulator that puts you in the shoes of patient zero, causing the entire world to collapse, step by step.
Awarded at : D&AD, CannesLions, One Show, Eurobest, ADC, etc.
SID LEE Paris
In Ubisoft's Watch_Dogs 2, the main character is wrongly accused of a crime by the analytical system operating his city.
To promote the video game, we built a tool that reveals how you are perceived and judged by real-life analytical systems, and it's just as worrying.
Awarded at : D&AD, One Show, Eurobest, ADC, etc, and almost at CannesLions.