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3 June 2019

Big on Britain

by Syd Briscoe


Lidl: “Big On” - 60s

Budget supermarket chain Lidl revamp an old catchphrase for this classy outing which draws attention to their wide range of products at bite-size prices. Keen to entice more discerning customers into their stores, the brand invert their 'Lidl on price' tagline to explore the things they are 'big on' - from beauty products to baked goods and beyond.

Accompanying this is a shrewdly constructed montage, with a diverse cast which subtly emphasises the idea that this supermarket is for everyone - regardless of race, orientation, or budget. There's also an admirable awareness of how customers actually use their shopping time - from big weekly shops to impulse buys from the centre aisle. Cheeky canoe, anyone?


Creative Agency: Karmarama Ⓟ Ⓦ
CCO: Nik Studzinski
Creative Director: Luke Ramm / Joe Holt
Creative: Jon Coates / Josh Welton
Managing Partner: Richard Powell
Account Director: Sophie Coyne
Account Manager: Rhian Turner
Business Team: Kate Fitzgerald
Strategy: Sid McGrath
Senior Planner: Jeppe Fischer-Mogensen
Agency Producer: Ben Honour
Ass't Prod (Agency): Harriet Whittaker
Film Production: Stink Ⓟ Ⓦ
Director: Tom Green Ⓟ Ⓦ
Producer: Fran Thompson Ⓟ
Production M'ger: Lucy Banks
1st AD: Ben Gill
Executive Producer: Jon Chads
Cinematographer: Sebastian Blenkov Ⓦ (Lux Artists Ⓟ Ⓦ)
Food Stylist: Peter Smith
Location Manager: Rod Haak
Editing: Whitehouse Post Ⓟ Ⓦ
VFX: Jason Watts / Laura Ricketts @ Freefolk Ⓟ Ⓦ
Colourist: Paul Harrison @ Freefolk Ⓟ Ⓦ
Sound Designer: Sam Robson Ⓦ @ 750MPH Ⓟ Ⓦ

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