C2-MTL and Sid Lee to organize a collaborative crowdsourcing experiment Boot Camp for Sir Richard Branson's Big idea for 2013

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 at C2-MTL. 

The crowdsourcing experiment Boot Camp will happen in four steps: 

  1. 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.
  2. 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.
  3. 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.
  4. 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
1 514.272.4653

Yanik Deschênes, vp global communications and business partnership
1 514.282.2200 #. 440

Young Glory
Rafik Belmesk, co-founder

Organization Profile


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