Heidi Klum for Esmara
To launch German discounter Lidl’s collaboration with celebrity Heidi Klum, we created a fully integrated campaign roll-out for 28 countries. And instead of hiding the discounter identity and heritage, Lidl proudly brought supermarket and fashion together.
Turning a catwalk into
a conveyor belt.
Presenting the collection in a stylized supermarket designed in the Lidl brand colours blue, red & yellow at New York Fashion Week, the news spread quickly around the world and where heavily discussed in social media.
The success of the launch campaign prompted four more collections and integrated campaigns.
Euro Effie 2018
1x Shortlist
PR Week Global Awards 2018
“Highly commended” Global integration
SABRE Awards 2018
“Certificate of Excellence”
Best Influencer programs & endorsements (paid)
Creatives Caroline Beckert, Lilli Langenheim, Julia Vermölen, Tim Mitreuther, Tina Uhlemann | Account David Barton | TV Producer Jürgen Joppen | Print Producer Kimberly Bianchi | Client Lidl Stiftung & Co. KG | Agency DDB Berlin GmbH | Photography/Direction Rankin | Production/Postproduction Rankin Photography Ltd | Production Design Brandon Mendez
