client
EDEKA
project
EDEKA VS. LIDL
type
VIRAL MARKETING
assignment
CONCEPT
PRODUCTION
POST

THE ATTRACTION LIES IN DOING SOMETHING FORBIDDEN


Our most thrilling challenge so far: a guerrilla campaign for EDEKA that actually took place in a LIDL supermarket. Our idea was to film a perfectly rehearsed conversation on shirts between »customers« about bad variety of fruit and vegetables – of course without being discovered. It was quite a lot of fun and a big social media success with millions of views.
When we won the pitch, the client congratulated us with the words: »Your idea and approach was our absolute favourite. Let’s see, how you’ll do it!«

Two weeks later, 30 minutes before we entered the LIDL market for the shooting – let’s say we all were a little bit nervous – the client added sensitively this message to his initial statement: »Before I forget to say, you guyz have been the only ones, who had the confidence to pull it!« Yeah, there couldn’t be a better moment for honest words. We have to say: »Dear EDEKA, we’re thankful for trusting us.«

We can only show some footage of the rehearsal. The shirts were handmade by us, to have the option to change a phrase or a word instantly.

It was very helpful to sketch a storyboard. Not only for the client, also for the actors and to make sure that anybody is on the same page. There is no second try on a one shot 🙂