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SID LEE COLLECTIVE | Boot camp 2011

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Published on Dec 13, 2011

After releasing a Boot Camp recruitment video, we received hundreds of applications from more than 25 countries around the world. It was a tough task but we managed to narrow that list down to eight creative talents from a variety of backgrounds and disciplines. On May 30, 2011, they arrived in Montréal.
Their mission? To imagine the next decade of Fatboy®—everything from products to branding. We chose to partner with Fatboy® because it shares with Sid Lee an open-minded, multidisciplinary approach that is ideal for this project. We believe that bringing together a diverse group of creative talents—with different ideas, knowledge and experience—produces the best and most innovative results.
In order to provide the perfect setting for this experience, Sid Lee transformed an industrial workspace into an indoor camp (complete with tents and a fake campfire!) where the Boot Campers slept, ate, played and created. The space—designed to be as open and inspirational as possible— is divided into four areas based on the themes of REST (where their tents are pitched), EAT (the kitchen area), PLAY (a lounge area filled with Fatboy beanbags) and MOVE (an exercise area with a basketball hoop and a punching-bag). The Boot Campers were asked to base their creative ideas and output around these four themes—to think of ways that Fatboy could develop products and experiences related to resting, eating, playing and moving. Sid Lee documented the entire Boot Camp experience, posting short videos every day on Vimeo and Facebook. Over the 10 days, the recruits were coached by the best of the best in the Sid Lee team and other industry experts. They worked hard and played hard, taking part in all kinds of activities—from cycling in the Tour la Nuit and dragon boating to relaxing at the Bota Bota spa and eating poutine at La Banquise.

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