The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Customer Experience / CX
Annual ID
OS25_IN042M
Background
Over the past decade, brands like MSCHF and Supreme fueled the rise of drop culture. On paper, Lidl doesn’t play in the same league. It’s a discount grocery store selling everyday basics.
Actually, Lidl isn't just a low-cost supermarket. It's a brand that has turned its colors into pop culture icons. Proof? Any Lidl-branded item, whether it's sneakers, bucket hat or even unexpected item as a drill, sells out in minutes at every drop. These items are even resold for 10 times the price on resale sites.
Lidl’s yellow, blue, and red palette has become so recognizable that people excitedly spot it everywhere, flooding social media with their "Lidl discoveries”.
Actually, Lidl isn't just a low-cost supermarket. It's a brand that has turned its colors into pop culture icons. Proof? Any Lidl-branded item, whether it's sneakers, bucket hat or even unexpected item as a drill, sells out in minutes at every drop. These items are even resold for 10 times the price on resale sites.
Lidl’s yellow, blue, and red palette has become so recognizable that people excitedly spot it everywhere, flooding social media with their "Lidl discoveries”.
Creative Idea
To fuel the craze for Lidl-branded item, we decided to offer to Lidl fans the ultimate experience: to put the design of the next Lidl hit directly into their hands.
How? With Lidlize, an AI giving people the power to transform any object they want into a Lidl one, just using a few words.
Lidlize gave people access to a powerful design tool. We partnered with AI expert BRIA to build a custom Visual Gen-Al model tailored to Lidl's visual identity. The IA was pre-trained so that users were able to generate an infinite number of branded objects in Lidl's colors, each crafted with such precision they became highly desirable and stylish. The technology totally fading away for the users, giving way to a 100% pure entertainment experience.
The reward? A lot of fun and of course the fact that the most liked product will be produced for real. Users were then in a race to design the coolest product, the one that would win the community's heart.
People shared their designs on social media, and the internet blew up. In just 72 hours, the campaign went viral, our website crashed twice, and over 2 million Lidlized products hit the internet.
At the end, we had a winner : the Lidl bike. As promised, Lidl will produce this bike for real and sell it in stores, at a Lidl low price of course.
How? With Lidlize, an AI giving people the power to transform any object they want into a Lidl one, just using a few words.
Lidlize gave people access to a powerful design tool. We partnered with AI expert BRIA to build a custom Visual Gen-Al model tailored to Lidl's visual identity. The IA was pre-trained so that users were able to generate an infinite number of branded objects in Lidl's colors, each crafted with such precision they became highly desirable and stylish. The technology totally fading away for the users, giving way to a 100% pure entertainment experience.
The reward? A lot of fun and of course the fact that the most liked product will be produced for real. Users were then in a race to design the coolest product, the one that would win the community's heart.
People shared their designs on social media, and the internet blew up. In just 72 hours, the campaign went viral, our website crashed twice, and over 2 million Lidlized products hit the internet.
At the end, we had a winner : the Lidl bike. As promised, Lidl will produce this bike for real and sell it in stores, at a Lidl low price of course.
Insights & Strategy
Lidl's merch drops are a smashing success, proving just how much people love the brand and its iconic colors. We wanted to find a fresh way to keep that excitement going and build on that connection.
Sure, we could have just designed another Lidl banger. But we went bigger, reinventing how it would be released. The real reward for our fans? Not just owning the next Lidl craze, but creating it, choosing the next Lidl hit themselves.
Sure, we could have just designed another Lidl banger. But we went bigger, reinventing how it would be released. The real reward for our fans? Not just owning the next Lidl craze, but creating it, choosing the next Lidl hit themselves.
Execution
We teamed up with the startup and AI expert BRIA to create Lidlize, a single internet page where people could type whatever they wanted, and it would turn into a Lidl product.
We wanted the experience to be totally effortless, cool, and fun – that was the key.
Lidlize has made it possible for anyone, regardless of design skills or expertise in IA, to become the designer of the future Lidl hit.
We also cared a lot about making sure that every single object generated was so crafted that everyone would be dreaming of owning it.
To extend the reach of the experience beyond the platform, we also partnered with influencers who are passionate about the brand's universe. They each promoted the platform to their communities to encourage participation in the experience and to share their creations.
As a result, people shared their designs on social media, and the internet blew up. In just 72 hours, the campaign went viral, our website crashed twice, and over 2 million Lidlized products hit the internet.
We wanted the experience to be totally effortless, cool, and fun – that was the key.
Lidlize has made it possible for anyone, regardless of design skills or expertise in IA, to become the designer of the future Lidl hit.
We also cared a lot about making sure that every single object generated was so crafted that everyone would be dreaming of owning it.
To extend the reach of the experience beyond the platform, we also partnered with influencers who are passionate about the brand's universe. They each promoted the platform to their communities to encourage participation in the experience and to share their creations.
As a result, people shared their designs on social media, and the internet blew up. In just 72 hours, the campaign went viral, our website crashed twice, and over 2 million Lidlized products hit the internet.
Results
Above all, more than a million people entertained by playing with Lidl’s brand assets.
This experience supercharged the brand's iconic status, strengthening the bond between the brand and its consumers as testified by the wave of excitement among participants and the social media conversation generated around it :
o + 2.000.000 generated products
o 60.000.000 impressions
o 85 000 registered objects
o 300K likes in the gallery
This experience supercharged the brand's iconic status, strengthening the bond between the brand and its consumers as testified by the wave of excitement among participants and the social media conversation generated around it :
o + 2.000.000 generated products
o 60.000.000 impressions
o 85 000 registered objects
o 300K likes in the gallery
2025 Awards
Total Points: 3
Merit
Credits
Agency
Marcel / Paris
Client / Brand
Lidl / Paris
Art Director
Clément Lebon
Florian Portero
Mohamed El Ghazi
Copywriter
Aurel Cablan
Creative Director
Xavier Le Boullenger
Graphic Designer
Matthieu Andrieu
Motion Designer
Olivia Garaud
Sorya Lepage
Vincent Iwens
Social Media Manager
Calliste Garrabos
Manon Derval
CCO & CEO
Gaëtan du Peloux
Youri Guerassimov
Digital Creative Director
Eulalia Bartolomeu
Head of Social Media
Charlotte Giraud-Charreyron
Account Director
Caroline Cristofoli
Lucie Latrobe
Account Executive
Alexis Mouchot
Ilyas Hellel
Additional Company
BRIA / Israel
Publicis Media Content / Paris
Starcom / Paris
Associate Director
Alexandre Guillot
Chief Gen AI Solutions Officer
Shuli Ozeri
CO- CEO
Pascal Nessim
Community Manager
Maud Fanget
Content Consultant
Odile Durvil
Content Manager
Pauline Terroitin
Developer
Adrien Stadelman
Eric Beaufol
Lotfi Harrabi
Digital Lead
Jessica Souris
Digital Manager
Mattias Boccardo
Digital Project Manager
Jérémie Masseau
Digital Trader
Caroline Lepape
General Director
Fabien Bourrely
General Manager
Blandine Mercier
General Manager in charge of strategy and development
Leoda Esteve
Group Account Manager
Clara Bizet
Head of Traffic
Laurène Ametowoglo
Influence Manager
Ridvan Duygulu
Marketing Manager
Julia Pruss
Martin Sepela
Print producer
Suzanne Pereira Dias
Project director
Narjes Haouach
Project Manager
Edouard Danesse
Emma Durand
Strategic planner
Pauline Luzerne
Technical Director
Christophe Serret
Edgar Lacouture
Traffic Assistant
Victoire Pothier
Violette Bousquet
Video editor
Chanel Pinaud
Julien Hannedouche
VP Creative
Yoav Herstein
VP Customer Success
Ori Gubany
VP Innovation & Global Gen AI Partnerships
Oded Lavie
VP Marketing
Sharon Dayan
Related Awards
