Lidl and BBDO create a campaign based on a wordplay that doesn’t work at all in English
Fortunately, this is Belgium, and we speak French and Dutch here.
And the wordplay does seem to work in French and Dutch.
Able. C’est pas dur de manger durable.
Zaam. Duurzaam moet niet duur zijn.
It means that sustainable products shouldn’t be expensive.
But way catchier.
After a teasing phase, the campaign is rolled out on radio, tv and social.
TV commercials
OOH
