Project (Red) Boot Camp
"The Sid Lee Boot Camp is an innovative project on Commercial Creativity that brings together eight creatives from around the world tasked, in ten intense days, to generate powerful ideas for a brand. In May 2012, the Boot Camp is dedicated to helping (RED) better stimulate consumer involvement with AIDS.
The elite eight form a multidisciplinary team, tasked with innovating huge ideas, programs, events and technologies for (RED). Throughout the experience, the team is coached by the best from Sid Lee team and works with industry experts from Cirque du Soleil and more. The Boot Camp was held during the C2-MTL, an international conference on commerce and creativity."