case
LIDL GERMANY.
IMAGE CAMPAIGN
What makes good quality, actually?
The Quality Debate.
Lidl wanted to leave the old discounter image behind. The company had changed internally and was confident enough to reframe the conversation around quality.
So we opened with a question:
What does quality actually mean?
Our TV spots shifted the conversation, then unexpectedly became part of another one: a debate inside the advertising industry about broad voiceover lines and interchangeable brand claims. Vignette Roulette, a website matching the films’ VO against dozens of similar ads, went viral across agencies. Apparently, the industry recognized itself.
Our content films answered the campaign’s central question. We traced individual supply chains back to their source, turning Lidl’s quality promise into something concrete and verifiable.
Print / PoS / Online:
Credits
My job: Copywriter
Creative director: Boris Schmarbeck, Ansgar Böhme
Produktion: Jo!Schmid
Agency: Freunde des Hauses