Title | VOTE FOR MEAL |
Brand | LIDL |
Product/Service | FRESH PRODUCTS (ALIMENTATION) |
Category |
E02. Ambient Outdoor |
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Media Placement
|
BBDO BELGIUM Brussels, BELGIUM
|
PR
|
BBDO BELGIUM Brussels, BELGIUM
|
Production
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
Sebastien De Valck |
BBDO |
Creative Director |
Arnaud Pitz |
BBDO |
Creative Director |
Gaëtan Gomez Garcia |
BBDO |
Creative |
Verheyleweghen Gregory |
BBDO |
Creative |
Isabel Peeters |
BBDO |
Chief Commercial Officer |
Michelle Stas |
BBDO |
Account Director |
Melissa Fastenaekels |
BBDO |
Account Manager |
Shi Qi Ji |
BBDO |
Account Executive |
Patricia Van De Kerckhove |
BBDO |
Head of RTV |
Renée Vermeire |
BBDO |
RTV Producer & Art Buyer |
Silk Ricour |
BBDO |
Producer |
Lac-Long Phung |
BBDO |
Producer |
Elena Radi |
BBDO |
Producer |
Karine Uytterhoeven |
BBDO |
Planning Director |
Dirk Peremans |
BBDO |
Marketing Strategy Lead & Partner |
Samuel Eggermont |
BBDO |
Strategic planner |
Roxane Lemaire |
Bounce Rocks |
Executive Producer |
Filip Vanzieleghem |
Filip Vanzieleghem |
Photographer |
Tom Vandewiele |
Freelance Retoucher |
Retoucher |
Serge Catalan |
Freelance Retoucher |
Retoucher |
Write a short summary of what happens in the digital or ambient execution or campaign.
By hijacking the look and feel of electoral posters, we transformed this political media into commercial media and created posters for Lidl, a retailer.
NB: Elections were held in Belgium on 26 May 2019.
Cultural / Context information for the jury
Lidl is a large brand of supermarkets in Belgium. In May 2019, Lidl launched a new 360° campaign with a message "make a good impression with our fresh products".
The key visual showed someone presenting and tempting the audience with an appetising plate of cooked food.
However, at the time of this campaign, there were other campaigns that were attracting all the attention: it was election time, and many politicians had posters promoting themselves and their party. Posters were everywhere in the streets trying to influence Belgians in their voting choice on May 26.
So to attract attention to our Lidl campaign, we hijacked these electoral posters and transformed them into commercial posters with the slogan "make a good impression with our fresh products".
Explain how the work innovatively used the outdoor medium.
This is the first time we hijacked election posters in Belgium, and by the way, transformed them in commercial posters for a supermarket.