The initiative, starting today, will challenge thousands of creative and
entrepreneurs from around the world to "end the war on drugs".
MONTREAL, March 4, 2013 /CNW Telbec/ - For its upcoming edition, C2-Montreal, in collaboration with Sid Lee, is launching a global collaborative
crowdsourcing experiment Boot Camp that will challenge thousands of creative and entrepreneurs from around
the world to raise awareness and create a movement to support one of
Sir Richard's favorite causes: ending the war on drugs. The best ideas
developed throughout the eighty-day process will be presented to Sir
Richard himself and the 2,000 plus international delegates present at
C2-MTL, an international conference on commerce and creativity, on
Thursday, May 23, 2013. The Young Glory competition's winners, business
leaders from around the world, C2-MTL ambassadors, Sid Lee's 600
employees and all delegates attending C2-MTL will be invited to develop
ideas around the cause. Eva Van Den Bulcke, associate creative director
and partner at Sid Lee, will judge and curate the ideas shared
throughout the process.
"We are deeply honored that Sir Richard has accepted to let us pilot
this global experiment to help raise awareness and create a movement
around one of his favourite causes", mentioned Philippe Meunier, Chief
creative officer and co-founder of Sid Lee. "Eva's credentials are
perfectly suited for this initiative and Sid Lee's 600 employees from
our offices in Montreal, Amsterdam, Paris, Toronto and New York are all
eager to get involved", he added.
"C2-MTL pushes the limits of what is expected of an international
business conference. By connecting the best people and the best ideas -
from seasoned professionals to young innovative mind, I can't wait to
see what we can come up with together", declared Benoit Berthiaume, CEO
The crowdsourcing experiment Boot Camp will happen in four steps:
First, young creatives from around the world will be invited to submit
ideas through the Young Glory platform by the end of March 2013. Eva
Van Den Bulcke will then select the best ideas in the students
and young professionals categories. The two winning teams will be
invited to present and share the ideas with Sir Richard at C2-MTL.
Second, C2 -MTL ambassadors and Sid Lee's senior executives will conduct
a series of workshops with business leaders around the world to get
their perspective on the cause.
Third, the 600 plus Sid Lee employees from Montreal, Amsterdam, Paris,
Toronto and New York will be tasked to help Richard Branson's cause by
creating a movement from around the world. The best idea will be shared
and presented at C2-MTL.
Fourth, during C2-MTL, 2000 plus forward thinkers and game changers from
over 30 countries and 30 industries will develop their own ideas and
contribute to the conversation through a series of workshops,
interacting with the Sid Lee team and winners from previous rounds. The
teams will then present the best concepts on C2-MTL's main stage, where
Sir Richard will comment on their ideas and will discuss the future of
the cause as well as his own journey as a philanthropist, entrepreneur
and seasoned risk-taker.
About Young Glory
Young Glory is the only worldwide competition devoted to creative
consistency. Each month, it gives students and professionals under 30
the chance to respond to a brief set by a different industry leader
from around the world.
In less than two years of existence, the Young Glory community has
worked with brands such as Google, Just for Laughs and Wikipedia, and
tackled challenges ranging from Global warming, to overpopulation to an
audacious campaign to fix Islam's image problem in America.
Young Glory judges have included advertising luminaries from agencies
like AKQA, Wieden+Kennedy, R/GA, BBH, OgilvyOne, TBWA, and now Sid Lee.
About C2-MTL - Commerce + Creativity | Montréal
Curated by international creative agency Sid Lee and founded in
partnership with the Cirque du Soleil, as well as media and content
partner Fast Company, the event is presented by Laurentian Bank and
powered by Videotron. Many other partners also took part like SAP,
Tourisme Montréal, Solotech, The Claudine and Stephen Bronfman Family
Foundation, and Power Corporation. A special thanks also goes to the
Government of Québec, Loto-Québec, and Investissement Québec for their
significant support of C2-MTL.
C2-MTL, which will be held from this May 21 to 23, is a not-for-profit
organization that seeks to reimagine the concept of the annual
international conference to better explore the relationship between
commerce and creativity, and its potential to redefine business. Every
year, this immersive three-day event brings together innovators from
every industry for an experience which makes as much use of the left
brain as the right. Conferences given by renowned speakers, interactive
exhibits, multimedia presentations, conceptual spaces, festive
evenings, collaborative workshops, as well as a creativity Boot Camp
are held in an innovative village designed exclusively for C2-MTL.
About Sid Lee
We are a global creative team of 600 professionals crafting innovative
consumer experiences to drive value for top-tier brands. We have grown
into one of the most multidisciplinary firms in the world offering a
unique holistic marketing approach. We are co-owned by Cirque du
Soleil, making for a powerful partnership that fuels our ability to
deliver memorable experiences driven by creativity. We work for clients
in over 20 countries from our ateliers in Montreal, Amsterdam, Paris,
Toronto, and New York.
For further information:
Elisabeth Bütikofer, publicity
1 514.380.8755 # 328
Yanik Deschênes, vp global communications and business partnership
1 514.282.2200 #. 440
Rafik Belmesk, co-founder