2022 Winner

To launch two new paint brands, Sico Classic and Sico Excellence, Lowe’s Canada looked to Sid Lee to help it go beyond discussing paint to conversing about things people love – everything from music videos to pet tricks caught on camera to how-to tutorials, all of which can be found on YouTube. An algorithm was created to search for and extract the four dominant colours in a clip, such as a Cardi B music video. The same algorithm transformed the colours – say, Fjord Blue, Space Dust, Damsel and Dazzling Cobalt – into a palette of Sico swatches and placed them in a pre-roll ad (or “Colour Spoilers”) tailored to fit the video. Lowe’s went on to create one for every trending video. The campaign increased sales by 20% and
generated 100 million impressions.

Credits

Catherine Laporte / Vice-president, Marketing / Lowe's Canada / Client

Marie-Hélène Cusson / Brand Marketing Director / Lowe's Canada / Client

Geneviève Cambria / Brand Marketing Manager / Lowe's Canada / Client

Alex Bernier / Executive Creative Director / Sid Lee / Creative Agency

Brian Gill / Creative Director / Sid Lee / Creative Agency

Nicolas Labbé / Copywriter / Sid Lee / Creative Agency

Pascal Tremblay / Art Director / Sid Lee / Creative Agency

Julien Roub Charland / Creative technologist / Sid Lee / Creative Agency

Mathieu Dufour, Vincent Tourigny / Freelancer / Sid Lee / Creative Agency

Thalie Poulin / Group Account Director / Sid Lee / Creative Agency

Chloé Daoust / Account Supervisor / Sid Lee / Creative Agency

Camille Moreau / Account Coordinator / Sid Lee / Creative Agency

Laurianne Normandin / Senior Strategist / Sid Lee / Creative Agency

Marie-Soleil Patry / Lead Producer / Sid Lee / Creative Agency

Hugo Beaupre / Production Coordinator / Sid Lee / Creative Agency

Olivier Valiquette / Creative Director / Sid Lee / Creative Agency

Daniel Daigle / Videographer / Sid Lee / Creative Agency

Amos Nzamba, Patrice Mathieu (pigiste) / Motion Designer / Sid Lee / Creative Agency

Paul Gaspari / Graphic / Motion Artist / Sid Lee / Creative Agency

Sonya Nadon / Assistant Editor / Sid Lee / Creative Agency

Genevieve Bilodeau Roy / Supervisor, Media Planning / Starcom / Media Agency