Check this out: ADC goes low-fi for travelling exhibit

This beats the Cannes bunker. Sid Lee designed an interactive way of seeing award-winning work.
Bike Chair

Montreal’s Sid Lee was invited by the global Art Director’s Club to help rebrand the association back in September of 2013. Following that success, the ADC asked the agency for help spicing up its touring exhibition, which showed off the ADC award-worthy work.

The travelling exhibit was unveiled last night in New York for advertising folks, where it will live until the end of the month, before it hits the road to L.A. and Toronto, says Simon Gauvreau, AD at Sid Lee.

Inspiration for the art installation came from a rejected earlier idea, he says. Originally, they played with using touch-screen cubes to let people flip through the work (the cube is the ADC’s trophy).

“But all these ideas are getting so boring,” he says. “Technology is around us everyday – we have our cellphones and tablets, [all] touch-screens. So I had an idea of going back and finding some low-tech interactivity to [showcase] the winning projects.”

The first idea that came out was a harp – as in the musical instrument – which when struck, projected an awarded motion and interactive campaign. Each chord had its own campaign. There was also a carousel, with design, illustration and photography winners demonstrated in a rotating, pinhole display. A reclining bike allows people to peddle through the advertising category, projected on-screen. Finally, using a joystick, exhibit-goers can move through the work of the ADC Young Guns and Tomorrow Award winners.

Each installation, built alongside Montreal designer Les Ateliers Guyon, was specifically created on a shipping crate for easy transportation.

This year, Canadians took home eight Cubes in total, including a gold for Juniper Park for the “Information is Ammunition” print piece it created for the Canadian Journalists For Free Expression (CJFE). Arcade Fire also nabbed a Tomorrow Award for its work with Google on the “Just a Reflektor” interactive video.