Lidl \ Baby Experts
For the launch of Lidl’s new baby range, Lupilu, we gave a voice to those who can’t even talk yet.
We launched Lidl’s new and improved baby range, Lupilu. Our challenge was to introduce a new brand in a competitive category, dominated by established brands and highly dependent on trust and advocacy. The convention is to show cute babies as nothing more than smiling extras, not giving them the proper respect they deserve. With our idea 'Loved by the Real Experts', we took a different approach that puts babies front and centre.
We gave a voice to those who can’t even talk yet, by taking real advocacy and communicating it through the unusually mature inner dialogs of our babies. This campaign runs across TV, cinema, social, print and specifically optimised video content for digital.