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LIDLeal to the Bone.
A video and outdoor campaign in which real Lidl employees showed what they share with their customers.
Challenge
A film and ten billboard frames. One store, several shoot days, 40 people on set.
Video and photo had to be shot simultaneously, in a working store, within the few dates available each month. Every minute of delay cost money.
Idea
"LIDLeality" – a quality that connects employees and customers.
What kind of places do we want to work in? Places we're fond of, well-known and liked by others, of course. We noticed how clothing with the Lidl logo, pulled from store shelves, was later worn with pride by fans of the brand – so we set out to test whether a fan like that could also be a potential employee.
The lead in the film was a customer, played by the winner of an open casting call – someone with excellent diction, but above all distinctive, without ever feeling overdone. The same actor also appeared in the later photo shoot, and detailed storyboards let the whole crew agree on the mood we wanted the video to carry.
Execution
With only one shoot date available each month, the biggest challenge was organizing video recording and a photo session at the same time, in the same store space. We planned every smallest break between scene setups so a 40-person crew could capture 10 different photo frames for the billboard campaign and landing page.
We fixed the main destinations for the video upfront, which let us edit in the right formats and pin down target costs. That groundwork meant we could publish just two weeks after wrapping on set, and the campaign launched on time, staying visible across city spaces, sports halls and online for a month.
Project team
- Project manager
- Szymon Szczepaniak
- Art directors
- Marcin Bilicki, Kacper Krysiak
- Copywriter
- Monika Olkiewicz
- Strategy
- Maciej Radziemski
- Graphics
- Agata Gołębiewska, Wojciech Cielas
- Photography
- Adam Kozioł
- Motion design
- Adam Furmańczak
- Production
- F25
- Director
- Tomasz Okulicz
