March Brief


Eva Van Den Bulcke, Co-Creative Director and Partner, Sid Lee Montreal


March 1, 2013

Submission Deadline:

March 31, 2013


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We need to talk... Don’t we all fear this sentence! When put together, these four words become the bearer of bad news. They impose change upon us: change we are not prepared for and change we spontaneously disagree on. They make our defense mechanisms kick in and demand status quo.

We need to refuse the status quo and focus on the positive change brought by the dreadful We need to talk... This sentence should be seen as nothing more, nothing less than the promise of a solution to a problem that can no longer be ignored.

So here’s the problem we need to talk about: After four decades since President Nixon declared the war on drugs and after $1 trillion spent, we need to face the truth: The war on drugs is a total failure.

Sir Richard Branson and experts all agree that the most sensible policy is to regulate, educate and treat the problem as a health problem and not a criminal problem, but politicians are afraid to touch the issue. A Global Commission on Drugs including Sir Richard Branson and former heads of state are breaking the political taboo and calling for new approaches including decriminalization and regulation of drugs.

While the Global Commission on Drugs is changing paradigms on the political level, Sir Richard Branson believes it’s time to put the problem on the social agenda and open public discussions on an inconvenient truth that asks for unconventional solutions.

So here’s the brief: 

Sir Richard Branson challenges you to find a way to put the failure of the war on drugs on the global social agenda. How would you break the taboo? How would you make people refuse the status quo? What would you do to predispose the public to be open and accepting of alternative different ways? 

We definitely need to talk,


PS: This gathering of ideas will continue with a series of high-profile workshops around the world and a boot camp at C2-MTL, a global event on commerce + creativity held in Montreal in May 2013, where the top ideas will be presented to Sir Richard Branson on stage, in front of an audience of 1500 of the world's leading forward-thinkers and game-changers.

The two Gold winners of the Students and Professionals categories of this Young Glory brief will be granted full access to the event and a travel package to take part of this discussion on the stage of C2-MTL.


Some background:

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About Eva

Eva Van Den Bulcke is a passionate, hands-on Creative Director and Partner who has been with Sid Lee since 1998. Eva’s creative direction and vision have attracted not only the respect and admiration of colleagues and clients, but helped her become one of the most awarded art directors in Canada: PCM Awards, Marketing Awards, Applied Arts Awards, Grafika magazine, New York Film Festival and Cannes Lions. She was also recognized by Marketing Magazine as one of the Top 30 Under 30 and La Presse called her one of the Six Women Who Move Quebec. Eva is dedicated to every part of the creative process including strategic planning, casting the right creatives and continually challenging the work as it goes from brief to its first public appearance.

Eva brings a unique international flavour to Sid Lee’s already very European-American hybrid advertising culture. Born in Belgium, Eva moved to Canada when she was nine and later graduated from Université du Québec à Montréal (UQAM) in graphic design and studied photography at Concordia University. She worked in Paris for Anatome after graduation, despite an offer from Diesel (now Sid Lee) and later worked in Amsterdam for Strawberry Frog. One of her designs for the European Union won a prize and she was invited to present it at the European Parliament in Brussels. Eva speaks five languages including French and says that Montreal’s French connection makes it well-positioned for creative and cultural innovation.

 Eva returned from Europe to work at Sid Lee in Montreal to be part of a bold and adventurous creative team. The fact that Sid Lee has the guts to invite other creative mediums into the conversation including architects, TV, interactive and more has always inspired Eva. She enjoys being part of a team that values all aspects of a brand’s emotional and environmental experience from architecture to advertising to online.

Eva is always thinking about the future. As Sid Lee expands further internationally in the next few years, she’s playing a big part in talent exploration. Five years ago no one would have been aware of creatives from all over the world but the internet and social media are changing this. As Sid Lee grows, Eva will employ her passion for team-building and diplomatic dynamics to assemble the best-suited teams for each project. Eva thinks there’s a lot to be learned from youth and students. She has served on several awards juries and even lectures at UQAM in order to meet fresh talent and to be exposed to new trends.

When Eva isn’t coming up with incredible campaigns for international brands, she indulges in both photography and film. In 2004 she took photos of people as they slept, printed them on pillows and sold the collection called Schlof with the help of the Sid Lee Collective. When she has more time, she enjoys film direction and production. She also teaches an Advertising class at UQAM.