THE CHEAPEST CHRISTMAS AD.

Bronze Eurobest

Demo Film

Film

ClientLIDL DIENSTLEISTUNG GMBH & CO. KG
Category A04. Production Design / Art Direction
TitleTHE CHEAPEST CHRISTMAS AD.
Product/ServiceCHRISTMAS CAMPAIGN
Entrant PROXIMITY GERMANY Düsseldorf, GERMANY
Idea Creation PROXIMITY GERMANY Düsseldorf, GERMANY
Production FLORIDA TV Berlin, GERMANY
Credits
Name Company Position
Wolfgang Schneider BBDO Group Germany GmbH Chief Creative Officer
Tobias Grimm - Creative Managing Director
Michael Schachtner - Executive Creative Director
David Missing, Nicolas Linde - Creative Director
Shelley Lui - Art Director
Nico Baumann - Copywriter
Franzis Heusel - Managing Director
Alexandra Schöne - Account Director
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Silke Rochow - Agency Producer
Tim Sproten, Christin Schneider, Pascal Biermann, Katharina Köhricht Florida Relame und Florida TV GmbH Producer
- Good Guys Entertainment GmbH Post-Production Company
- Not a machine Music/Sound Design / Composer
Justin Izumi, Sebastian Graage, Fabian Lindenmeier - Director
Alex Bloom, Juhani Zebra - Director Of Photography
- EDEKA Script
René Knoll - Editor
Lisa Volz, Lena Wagener - Casting
Josefine Steubing - Styling
Justus Saretz - Setting

Tell the jury about the production design/art direction.

After the launch of the Edeka commercial we created in just one single week an exact frame by frame copy of the Hollywood-style original. Using only real cardboard from LIDL as well as everyday products you find in an ordinary household, like: duct tape, bouncy balls, flower boxes and roller skates. In order to achieve cheap, but cinematic wide shots, we switched depending on the scene from diy style real size sceneries to hand crafted miniature sets.

Write a short summary of what happens in the film

The film is a cheap re-shot of the epic Christmas ad Weihnachten 2117 by LIDL's biggest competitor EDEKA. Like in the original, the film is set in a dystopian future where mankind has abandoned the cities and robots have taken over. The story then follows a curios robot who discovers the idea of Christmas and falls in love with it. We tell the exact same story - but instead of using expensive CGI and a Hollywood-style production, we created a cheap-as-possible version of it. Proving that you don't need a big budget for a lovely Christmas.

Cultural/Context information for the jury

LIDL sells goods of similar quality to those available at the more expensive supermarkets – but at way cheaper prices. We took this business model as a blueprint for our Christmas ad: we re-shot the expensive film of LIDL's biggest competitor and "German John Lewis" EDEKA - known for their emotional Christmas spots like "Heimkommen" - as cheap as possible (complete with an acapella sound design).