The One Show
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Category
Craft / Craft - Use of Technology - AI
Annual ID
OS25_SM032B
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 when the brand drops it. These items are even resold for 10 times the price on resale sites.
The brand'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 when the brand drops it. These items are even resold for 10 times the price on resale sites.
The brand'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.
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.
For this campaign, we’ve relied on Lidlovers—this community of ultra-fans is highly active on social media and is particularly likely to widely share its creations on social platforms, maximizing the reach of this operation.
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.
For this campaign, we’ve relied on Lidlovers—this community of ultra-fans is highly active on social media and is particularly likely to widely share its creations on social platforms, maximizing the reach of this operation.
Execution
For all the brand’s social media platforms, we created specific assets to engage communities throughout the campaign: banners, special cuts, and film reposts.
Facebook/Instagram: We shared the main film, as well as creating engaging stories to diversify content between the platforms. Additionally, we repeatedly shared the generation counter to keep the community motivated to generate visuals of their favorite objects. By offering varied content, we were able to drive engagement on both platforms, encouraging participation and user interaction.
LinkedIn: The LinkedIn repost allowed us to reach different audiences, including opinion leaders and business executives. This platform also provided a professional tone, highlighting the project’s strategic importance and its relevance in the business world.
Twitter: Given the highly active community on this platform, we were able to create several daily updates that kept the conversation flowing. This also gave us the chance to interact directly with the community and with other brands, fostering a sense of shared excitement.
TikTok: On TikTok, the community actively produced content using the generated objects. We engaged with their creations through comments, reinforcing the connection between the brand and its audience. This platform allowed us to nurture a more organic interaction with users, showing how the brand supports and celebrates its community.
To expand the reach, we also partnered with Lidl-loving influencers across platforms.
We collaborated with mega Youtube influencers like Michou who hosted a challenge with top YouTubers (generating over 3 million views). On Instagram, Michou’s story went viral and helped reach over 10 million people.
On TikTok, macro influencers brought creative twists, with one even 'Lidlizing' their car (driving over 25 million impressions and fueling UGC)
This integrated, multi-platform strategy drove millions of impressions, enhanced brand visibility, and strengthened community engagement.
Facebook/Instagram: We shared the main film, as well as creating engaging stories to diversify content between the platforms. Additionally, we repeatedly shared the generation counter to keep the community motivated to generate visuals of their favorite objects. By offering varied content, we were able to drive engagement on both platforms, encouraging participation and user interaction.
LinkedIn: The LinkedIn repost allowed us to reach different audiences, including opinion leaders and business executives. This platform also provided a professional tone, highlighting the project’s strategic importance and its relevance in the business world.
Twitter: Given the highly active community on this platform, we were able to create several daily updates that kept the conversation flowing. This also gave us the chance to interact directly with the community and with other brands, fostering a sense of shared excitement.
TikTok: On TikTok, the community actively produced content using the generated objects. We engaged with their creations through comments, reinforcing the connection between the brand and its audience. This platform allowed us to nurture a more organic interaction with users, showing how the brand supports and celebrates its community.
To expand the reach, we also partnered with Lidl-loving influencers across platforms.
We collaborated with mega Youtube influencers like Michou who hosted a challenge with top YouTubers (generating over 3 million views). On Instagram, Michou’s story went viral and helped reach over 10 million people.
On TikTok, macro influencers brought creative twists, with one even 'Lidlizing' their car (driving over 25 million impressions and fueling UGC)
This integrated, multi-platform strategy drove millions of impressions, enhanced brand visibility, and strengthened community engagement.
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: 9
Bronze Pencil
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
Manon Derval
Calliste Garrabos
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
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