2023 Winner

As a way to create a connection between the Montreal Canadiens and a Gen Z audience that neither loves nor cares about hockey, Sid Lee created “OG1,” a sub-brand that celebrates Montreal not for its hockey exploits, but for being a city of originals. The brand narrative was based on the themes Gen Z values: individuality, self-expression and originality. The name stood for the Original One, a play on the “Original Six,” the name given to the six oldest franchises in the National Hockey League (NHL); the Montreal Canadiens is the oldest, its creation preceding the NHL itself. Every character of the acronym OG1 was inspired by original, sports or cultural ideas that define the city. The Canadiens reached out to a number of Montreal-born brands, businesses and individuals to borrow visual assets and transform OG1 into a canvas for original Montreal stories.

Credits

Garcí Iñigo,VP, Account Services,Sid Lee
Tiffany Chin,Group Account Director,Sid Lee
Alizé Vidal,Operations & Content Specialist, Client Services,Sid Lee
Alexandra Gusting,Account Director,Sid Lee
Lara Serafin,Account Executive,Sid Lee
Tom Ramden,Executive Strategy Director,Sid Lee
Chloe Gascon,Senior Strategist,Sid Lee
Kristian Manchester,Global Executive Creative Director,Sid Lee
Olivier Valiquette,Creative Director,Sid Lee
Bradley Getty,Creative Director,Sid Lee
Philippe Cossette,Associate Creative Director,Sid Lee
Simon Caspar,Associate Creative Director,Sid Lee
Thierry Faucher,Copywriter,Sid Lee
Mathieu McSween,Art Director,Sid Lee
Ryan Partridge,DevOps,Sid Lee
Ti-Leng Thang,Director of Digital Production,Sid Lee
Pascal St-Laurent,Solutions Architect,Sid Lee
Daniel Landry,Sr. Sitecore Developer,Sid Lee
Hugo Voisine,Sr. Back-end Developer,Sid Lee
Maximilian Fiorante,PR & Social Media Coordinator, Client Services, Sid Lee
Elizabeth Consolante,PR Strategy Advisor, Client Services,Sid Lee
Jean-Samuel Plante,Senior PR Director, Client Services,Sid Lee
Marie-Eve Renaud,Account Manager, PR & Influencer Marketing, Client Services,Sid Lee
Marie-Christine Toupin,Sr. Executive Producer,Sid Lee
Julie Lorazo,Producer - Video,Sid Lee
Rachel St Amand,Producer - Event,Sid Lee
Camille Nadeau,Production Coordinator,Sid Lee
Billie Doré,Production Coordinator,Sid Lee
Andréanne Denis, Director, Post-Production,Sid Lee
Tony Nedyj,Production Coordinator,Sid Lee
Eloi Arsenault,Video Editor,Sid Lee
Elana Demai,Assistant Editor,Sid Lee
Martin Gauthier,Chief Executive Officer, Sid Lee
Christian Ayotte,Creative Director,Sid Lee
Maxime Paiement,Creative Director,Sid Lee
Jean-Bernard Bastien,Associate Creative Director,Sid Lee
Myranda Bouchard,Copywriter,Sid Lee
Charlotte Boisclair,Designer,Sid Lee
Gabriella Perrino,Designer,Sid Lee
Calvin Calenda,Sr. Designer,Sid Lee
Stéphanie Bérubé,Animateur 2D,Sid Lee
Sonya Nadon,Sr. Assistant Editor,Sid Lee