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Sid Lee and Coca-Cola chase an ice-cold bottle of Coke across Canada in new campaign celebrating the country's 150th birthday

28/06/2017
Group745
Advertising Agency
Montreal, Canada
366
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Credits
Agency / Creative
Production
Coca-Cola is celebrating the country’s 150th birthday with a new spot from Sid Lee Toronto that highlights the best of Canada’s countryside and camaraderie, as well as the lasting, lively relationship generations of Canadians have had with the brand. The campaign, called “The Great Canadian Chase,” depicts a thirst for Coke that’s so earnest and passionate it spans the whole country over; from British Columbia’s rolling mountains to Nova Scotia’s rocky coves, a single bottle of Coca-Cola rambles its way across the country, hotly pursued by two Canadians racing each other to claim it. Their escapade is set to music by Canadian crooner Bryan Adams (song “You Belong With Me,” from his latest album) and ends by poking light fun at Canadians’ unrelenting courtesy – the country’s most charming stereotype – when the Coke-chasers catch up to the rogue bottle and rather than claim it, start graciously and incessantly offering it to one another to drink. Canada’s beauty and charisma create a canvas on which to illustrate the country’s deeply-rooted relationship with Coca-Cola, which has been a staple for over a century of the country’s history. The spot emphasizes the prideful sentimentality and joyful spirit the drink has continued to elicit in Canadians as the brand has evolved to reconcile with changing Canadian culture and tastes. Coca-Cola Ltd. President Shane Grant says the company is “thrilled” to be a part of Canada 150. “From our earliest days in the country, Canadians have embraced Coca-Cola,” he said. The company will be rolling out limited edition, commemorative mini-cans of ice-cold Coke from now through September while supplies last. The new, smaller packaging option is part of the company’s commitment to help Canadians manage the sugar they consume and the cans honour Canadian heritage with their design, which includes a silhouette of a Canadian maple leaf. The celebration also includes a commemorative book, that tells the tale of Coca-Cola’s history in Canada. “The Great Canadian Chase” spot began airing nationally on television on June 19th, followed by cinema and online. The campaign, created in Canada, by Canada, for Canada, epitomizes national pride for the land and the brand, and exposes the infinite lengths to which two Canucks would go for a sip of that signature Coke flavour.
About Sid Lee

We transform what we touch

Sid Lee builds business for its clients by transforming the consumer experience across all touch points. That’s our thing.


There are no real boundaries between digital marketing, design, content, advertising, retail design and other disciplines. The distinctions are artificial. In fact, for the consumer, almost every moment in their day-to-day life involves an interaction with a brand, and all are equally important. Every touch point must be carefully created to provide a rich and consistent experience. Sid Lee creates experiences using an integrated approach, transforming them into growth drivers for our clients.

Sure, Sid Lee has one of the most multidisciplinary creative teams in the world. But that isn’t enough. We cultivate radical collaboration by continually tearing down the barriers that creep up between disciplines. Guided by a core group of strategists, we develop transformative consumer experiences that go beyond what silo-imprisoned thinking can deliver. While many agencies talk about it, we’ve been walking the walk for more than two decades.


In this era of constant and rapid change, our mission is to transform brands by continuously taking incremental steps in the right direction and making big pivotal leaps when the timing is right. If you look closely at our work, you will see that we do more than pay lip service to transformation. It is what we do. We believe that all organizations, ours included, must provoke change, or at least embrace it. Although it’s easier said than done, we have a robust track record that demonstrates our approach works.


─ Story

Just a bunch of broke, ambitious kids

To say that our company began very modestly is an understatement. A bunch of students got together in 1993 to launch an agency because they could not even land interviews at traditional agencies. With no portfolio, no experience, no clients, and no money (except for a $6,000 loan each!), we set out to learn the craft. We worked hard, made bold moves, ran into a few bumps, but were lucky enough to have clients who supported us in our quest to explore new ways of doing things. 


This progressive attitude and a real knack for digital and other progressive disciplines made Sid Lee an innovative force globally and allowed us to win assignments all over the world. We elect to transform the agency even when the going is good, embracing change and never heeding the siren song of the status quo. Sid Lee has repeatedly morphed itself — sometimes by taking real risks — to better adapt to changing consumers, technologies, and markets. An interactive marketing trailblazer, we were one of the few digital firms, if not the only, to become a full-service provider. 


Our unique journey taught us to really appreciate how lucky we are to be together, to work with prestigious clients, and to have fun in the process.


We Work globally from five cities

Our offices are based in Montréal, Paris, Toronto, L.A. and New York, but our clients come from all over the world. Our teams regularly travel to North America, Europe, the Middle East, and Asia to visit clients and work with suppliers.


Montreal - Welcome to the mother ship 

Home, or our head office, is located in Montreal, an international creative hub that bridges North America and Europe with its singular mix of French-speaking and English-speaking communities and its multicultural fabric. The city overflows with two things: snow (lots and lots of it in the winter) and dynamism in the technology, multimedia, video gaming, live entertainment, movie, and aerospace industries. In 2012, we celebrated our Montreal roots by creating C2MTL, a large-scale global innovation event that Sid Lee now curates every year.


Sid Lee has been an active member of the marketing community in Montreal for two decades. This city has been good to us and we are proud to be playing a small part in making Montreal’s creative talents better known around the world. 


75, rue Queen, bureau 1400

Montréal, Québec, H3C 2N6

Canada


Phone: +1 (514) 282.2200


Toronto - Tapping into Canada’s creative spirit

With its multicultural history, diversity of neighbourhoods, and growing food, film, fashion, and music scenes, Toronto is evolving into a magnet for the best and most ambitious talents. What better place to develop world-class, culturally relevant work?

Our Toronto office has become a dominant player in the reinvention of brands looking to shape the future in their respective categories. Our goal is to develop creative work that transforms brands into growth platforms and our strategically rooted approach re-imagines how consumers can interact with brands today.

The Sid Lee Toronto client list encompasses mandates that are regional, national, and international in nature.


952 Queen St. W.

Toronto, Ontario, M6J 1G8

Canada


Phone: +1 (416) 421.4200


Paris - The only micro-network agency in Paris 

Our Paris team leverages world-class French talent to develop national, pan-European, and international campaigns. Thanks to its multicultural and multidisciplinary team, our Paris office provides innovative solutions to forward-thinking clients from all over the world. Combining the agility and creative standards of a boutique with the global reach of the Sid Lee network since 2009, Sid Lee Paris is the only foreign independent agency to succeed in France.


12, rue du Sentier

Paris, 75002

France


Phone: +33 (1) 44.88.83.90


USA - Reaching for the stars & stripes

Since 2012, Sid Lee has been firmly established in the United States, quickly gaining an enviable reputation as a thought-leading hot shop servicing many of the country’s most progressive and iconic brands. Based in Los Angeles, the epicenter of content and innovation, and with an extensive network reaching all the way to New York, our multi-faceted and integrated team delivers work that matters for a global clientele, and offers a rarity in fully holistic international medium solutions, supported by the production, technological, and architectural weight of Sid Lee’s global collect


3585 Hayden Ave,

Culver City, California, 90232

United States