Title | CHICKEN CURRY |
Brand | LIDL |
Product/Service | WWW.DEKEUKENVANLIDL.BE |
Category |
C01. Use of Music |
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
Sebastien De Valck |
BBDO Belgium |
Creative Director |
Arnaud Pitz |
BBDO Belgium |
Creative Director |
Klaartje Galle |
BBDO Belgium |
Creative Director |
Michiel Baeten |
BBDO Belgium |
Copywriter |
Frédéric Delouvroy |
BBDO Belgium |
Art Director |
Isabel Peeters |
BBDO Belgium |
Client Service Director |
Michelle Stas |
BBDO Belgium |
Account Director |
Evelyn Savels |
BBDO Belgium |
Account Manager |
Jolien Noppen |
BBDO Belgium |
Account Executive |
Emilie Kino |
BBDO Belgium |
Account Manager |
Shi Qi Ji |
BBDO Belgium |
Account Executive |
Nicolas Van Poeck |
BBDO Belgium |
Radio Producer |
Jan Van Brakel |
BBDO Belgium |
Strategic Planner |
Koen Brandt |
Het Geluidshuis |
Composer |
View Script
Write a short summary of what happens in the radio advert
This radio commercial lets the listener hear a recipe for chicken curry in the form of sound. Only one singer’s voice is heard, singing the separate ingredients in the right order of use. The melodies of each ingredient are mixed together a capella style, letting the ingredients flow together and form a piece of music that sounds delicious. Just like the flavour combinations taste together in your mouth. Right before the final touch of the recipe is added, a voice over directs you to an online recipe platform.
Cultural/Context information for the jury
In Belgium, Lidl is known as a brand that is all about fresh products. They created an online recipe platform called ‘dekeukenvanlidl.be’, which they wanted to raise awareness around. This radio campaign was an ideal way to get the attention of listeners during the day, inspiring them to use Lidl’s fresh products and combine them to create something delicious when they go to the store or come home in the evening.
Script
One singer's voice, mixed in a capella:
Pineapple
Onion
Butter
Curry
Cream
Chicken
Rice
Pepper
Salt
Voice over:
Sounds good doesn’t it, chicken curry? Check the recipe on dekeukenvanlidl.be
Lidl.