Sid Lee

Sid Lee has called Amsterdam home since 2008. Part of a fiercely independent micro-network based in Montreal, Toronto, New York City and Paris. It is known for producing to produce “commercial creativity” for Absolut, Standard Life, adidas Originals, Microsoft, Red Bull and O’Neill, as well as supporting vibrant, up-and-coming talent via the Sid Lee Collective, a unit that helps the agency’s employees bring their personal creative projects to life by financing, producing, and showcasing them.

Recent posts about Sid Lee

Feeling everything

When you advertise a condom brand, the most obvious product benefits there are to communicate are good sex and safety. Naturally this is a rich realm for a creative agency – we all have associations with good sex – without getting pregnant. When you call… More.


Unreasonable expectations

O’Neill launched its new global campaign together with Sid Lee; ” Unreasonable expectations since 1952.” A pumped up movie that – in the context of surf/snowboard gear – we’ve seen many times. Fortunately though this doesn’t mitigate the amount of coolness it communicates. It’s especially nice that… More.


360° Nightmare

This must be scary, a virtual reality horror film that, thanks to the Oculus Rift, will give you a “360° nightmare”. “11:57” takes place in a bleak, abandoned basement in Amsterdam, “where you can scream as loud as you like, but looking away is not an… More.



Last month we wrote about Absolut’s creative collaboration project #Nextframe, with Brazilian graphic novel creator Rafael Grampá and Red Knucles (who is behind the 3D animations for the band Gorillaz), inviting consumers to co-create an animated film. The ideas for the characters and storyline came in through the… More.


Co-creation with Rafael Grampá

A a few months ago we interviewed the creators of the new Absolut campaign by Sid Lee Amsterdam. The campaign now has a follow up, called #Nextframe, a collaboration with one of the artists that was featured in the launch; Rafael Grampá. Apart from this… More.


Dutch Digital Design

There is a new brand in town; Dutch Digital Design, celebrating the best digital design, not just from agencies, but also aesthetic and innovative designs by start-ups and independent creatives. The brand is an initiative by Bert Hagendoorn, who works as independent consultant for many… More.


New Blood in Amsterdam

D&AD (British Design & Art Direction) represents the creative, design and advertising communities, not just in Britain, but worldwide. End of this month they are bringing their New Blood Festival to Amsterdam in a pilot event: Mini New Blood Festival. Amsterdam based creative agencies and studios… More.


Absolut Creative

What a beautiful commercial, featuring French director, graphic designer and musician Yoann Lemoine (that we all know as Woodkid), Brazilian comic book artist Rafael Grampá, American digital media artist Aaron Koblin, and French designer and couturier Yiqing Yin. Though we are always a little skeptical… More.


Creative Press Challenge shortlist

The jury and shortlist for Volkskrant’s Creative Press Challenge has been announced. The jury will consist of Chris Buur (de Volkskrant), Leon Willems (Free Press Unlimited), Alvaro Sotomayor (W+K Amsterdam), Andre Matarazzo (Sid Lee) and David Snellenberg (Dawn). Philippe Remarque, editor in chief of de Volkskrant, has invited the ECD’s of… More.


Sophisticated imagination

Gaming graphics keep improving; it will only be a matter of time before you can’t distinguish between film and games anymore. When you see this beaut of a commercial for Ubisoft’s Assassin’s Creed IV Black Flag you might think for a second that this time has… More.


Matarazzo and Newton join Sid Lee

Andre Matarazzo and David Newton Shortly after Sid Lee has appointed Mac Macdonald as “First President” last month, the agency announces two additional newcomers: Andre Matarazzo (coming from SapientNitro Miami) as Executive Creative Director, as well as David Newton (coming from Razorfish London) as VP, Global Brand Director.… More.


Macdonald leads Sid Lee Amsterdam

Mac Macdonald has been appointed “First President” of Sid Lee Amsterdam and will be in charge of the agency’s latest global account Absolut Vodka – won last December – and is hired to expand the agency’s presence in Europe. Macdonald seems a good match for the role, since… More.


Absolut appoints Sid Lee

Sid Lee has been appointed lead global agencies for Absolut Vodka. According to the press release the agency “will lead the development of creative work across advertising, branded content, digital and a significant body of experiential work”. Among the reasons for choosing Sid Lee, Mathias… More.


Adidas Predator LZ

A football shoe with five different zones that support all the different foot action – shooting, running, etc. Sounds like marketing. But at least this ad, by Sid Lee Amsterdam, shows the flexibility of the shoe quite well. Photography by Marcel Christ.


Bas Geelen at Sid Lee’s Boot Camp

A few weeks ago Sid Lee Montreal had its annual Boot Camp. The Dutch Bas Geelen who opened his own industrial design studio Ordo dB last year was one of the chosen ones to attend the Boot Camp – with 7 others out of  600 applicants. The eight… More.


Tomorrow Awards

The Tomorrow Awards, founded by Ignacio Oreanumo, were held in Pakhuis de Zwijger on November 17th, 2011. A night of lots of booz and some great speakers: Paul Lavoie (Taxi), Nick Bailey (AKQA), Carl Johnson (Anomaly), and Jean-François Bouchard (Sid Lee) – more info on… More.


The Tomorrow Awards; we live in exciting times

Paul Lavoie, Taxi, talking about the power of doubt at the Tomorrow Awards Yesterday we were at the Tomorrow Awards, the award show that is to inspire the industry to innovate faster, as Ignacio Oreamuno explained in his welcome speech. It proved quite a long… More.


Sid Lee wins Adidas/ Arnold opens

Adidas is moving its digital account from 180’s Riot to Sid Lee. A worrying move for 180, since it makes Sid Lee, already working for Adidas Originals,  own yet another piece of the advertising pie. Through the grapevine we also heard that Boston based Arnold… More.


Rise and Fall; Arty AR webcam experience

This trailer promotes the March issue of Boards Magazine dedicated to Innovation. The Canadian magazine on international commercial production asked Theo Watson and Emily Gobeille of Nexus Productions to develop an interactive cover to articulate this month’s theme. The result is Rise and Fall; an… More.


Amsterdam is creative talent trap

How Amsterdam Became the Industry’s ‘Talent Trap’ is the title of an article by Rupal Parekh of Advertising Age, published this weekend – the term ‘talent trap’ is actually quoted from Philippe Meunier, chief creative officer at Sid Lee. An interesting article about Amsterdam as… More.


Taxi chooses Amsterdam

Last September, we reported about the Canadian agency Taxi that considered either Amsterdam or London as their first European hub. Last week Taxi announced that Amsterdam won the pitch – the unconfirmed rumour goes that it was mayor Job Cohen riding a unicycle for PICNIC… More.


Sid Lee opens ’boutique’ in Amsterdam

Montreal based agency, Sid Lee, last week opened its new Amsterdam office in the creative neighborhood ‘de Pijp’. You could call it a hotshop, but the Canadian agency of the year prefers to call it a ‘gallery-boutique-atelier’. No wonder; besides selling advertising that goes beyond… More.