In 2012, Sid Lee invited 8 creatives from around the world to participate in a 10-day creative bootcamp in Montreal. The mission was to conceptualize and pitch the 2013 campaign for (RED) a non-profit dedicated to solving the AIDS epidemic in africa.
For 10 days we lived in the Sid Lee barracks and worked around the clock to create a one-of-a-kind campaign. We pitched the campaign to over 1,000 people on the main stage of C2-MTL.