| Title | LEMON |
| Brand | ALDI STORES UK |
| Product/Service | LEMONS |
| Category |
B05. Use of Print or Outdoor |
|
Entrant
|
McCANN Manchester, UNITED KINGDOM
|
|
Idea Creation
|
McCANN Manchester, UNITED KINGDOM
|
Credits
| Jamie Axford |
McCann Manchester |
Art Director |
| Dave Price |
McCann Manchester |
ECD |
The Campaign
A brutally simple parody of an existing global campaign.
Creative Execution
It’s a pastiche of the Stone Roses launch poster and as simple as it gets. A huge slice of lemon dominates the white poster, with small, simple price point and the clients logo. No call to action was required. Single poster site in Manchester Piccadilly Station. From concept to outdoor in less than 24 hours.
Results
Media coverage.
Nearly 1/4 million impressions and over 20,000 engagements on Twitter.
Celebrity endorsements.
Increase in traffic to clients social media presence.
The creative idea was implemented in response to a current trend, and specifically targeted an audience that would be responsive to it’s humour and opportunistic approach. The Stone Roses are famous around the world, but specifically in Manchester. Using the main train station in Manchester ensured people got to see the work, and quickly appreciate the connection. Aldi we recognised as being relevant and irreverent in responding so quickly and so blithely.
The outdoor piece was specifically targeting fans of the Stone Roses, and fans of a current Twitter trend so it had to be quick. It was a playful nod to a campaign that was trending - around the world - but predominantly around Manchester. By using Manchester Piccadilly station for the outdoor digital space we made sure we targeted the right people at the right time. The idea had to be executed quickly to maintain its relevance, and so a digital poster site in a specific location was the best choice.