THE LIDL CHRISTMAS CAMPAIGN 2018.

THE CASE.

This year Lidl tells an extraordinary, visually breathtaking Christmas story. In a cinematic parable, we see things from the children’s perspective.

We flee reality, which feels anything but Christmassy. And discover a fantastical place free from hate and stress, where everyone is welcome and a friend.
In politically turbulent times, such a place may sound utopian: we make it a reality.

The core and goal of our longing: the perfect Christmas island. As if a piece of land had come loose and were hovering over the cliff. A snow-covered mountain below, and a Christmas wonderland on top.

The place of which only children can dream of …

THE Movie.

With our Kids Gone campaign, Lidl wants us to stop fighting and think about our children – for whom this is the most important celebration of the year. And who want more than a wooden railway set. They want us to listen to them and take them seriously. In order to translate our words into deeds, we let children have their say. And Lidl establishes a permanent children’s council to donate for their purposes.

THE ADVERTISING MEDIA.

THE ADVERTISING MEDIA.

Through studies and interviews, we find out, what kids are really interested in when it comes to Christmas. What children want from us adults. What gets their hearts racing. And launch a social media fundraising campaign, in which people can easily generate donations by “Good Gesture”. We get influencers on board and invent a simple key visual, a heart is drawn in the air by children, to thank people for participating. With our simple system, which allows users to do something good and support projects that are close to children’s hearts without giving money themselves, we collect over 90,000 €.