From the small town of Wehr to Mexico
FIEN embraced the cultural phenomenon “umarell” to demonstrate its commitment to craftsmanship. In the campaign, real German umarells stand behind the construction fence, inspecting the site like a panel of unofficial experts.
The campaign was picked up by press around the world.
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Lidl hired a team of professional luck experts
Unfortunately, not everyone enters a tournament with the same chances. But fans have their own ways of evening the odds: Lucky underwear. Crossed fingers. Candles. Shirts that haven’t been washed since the last win. If luck matters, maybe fans deserve professional help.
A team of mystical experts stationed in Lidl’s back office, ready to help fans squeeze a little more luck out of every match.
ACE McFORTUNE
PHD in Spectacular Sciences
Ace discovered his gift for creating luck the only way he knows how: dancing.
Expertise: Luck dances.
Signature ritual: The save-my-defender-from-that-long-lasting-calf-injury dance.
Expert advice: Dance like everyone’s watching. Your defender’s calf depends on it.
Leo
World’s luckiest person
Leo appeared outside Lidl headquarters claiming to be the luckiest man alive. Apparently, it runs in the family. His father had it. His grandfather had it. And so did several hundred years of suspiciously fortunate ancestors.
Expertise: Being lucky. That’s about it.
Signature ritual: Stand on your hands. Run three laps around the house. Hold your breath throughout the warm-up.
Expert advice: Do exactly as he says. He can’t prove any of it works, but look how lucky he is.
Cloud
Energy Manipulator
Cloud believes everything is connected by invisible frequencies. With the right crystals, candles and cosmic energy, those frequencies can supposedly be manipulated.
Expertise: Manipulating energy, objects and, occasionally, the laws of physics.
Signature ritual: Make the VAR screen see things your way. Pull the goalposts a little closer together. Stop the referee’s whistle during a counterattack.
Expert advice: If everything is energy, anything can be influenced.
Before and during the matches, the Luck Advisors came to life digitally, reacting to what was happening on the pitch and prescribing rituals for superstitious fans in real time.
50+ assets (30 films).
Because there’s no gold without a bit of luck.
Göteborgskex was launching a new cracker seasoned with OLW’s iconic potato chip flavours.
So we stopped treating them like crackers.
We created Kips and the concept “Som chips, fast kex” (“Like chips, but crackers”). But the line had another layer. Sweden has a never-ending debate over whether kex should be pronounced with a hard K or a soft “ch”, like the beginning of chips. So in one of the films, we chose a side.
The cracker that divided Sweden
People talked, argued and, in some cases, genuinely raged.
But pronunciation isn't the only thing people have opinions about. Eating them before dinner? Questionable. On the go? Not exactly appreciated. Kips gave us all the good things about chips, with none of the social baggage. So across the following films, we played with familiar behaviours, truths and tensions around Sweden’s favourite snack.
Sales were strong, and the idea had stuck. So much so that Göteborgskex made Kips the product’s official name.