Situation ALDI is the inventor of the Discount but its first advertising campaign happened in France only in 2019 and its media investments remained low Vs competition. As a result, its lack of notoriety and its weak brand love has resulted in ALDI being perceived as the "Discount for poor people".

Brief If ALDI's price image is already good, consideration needs to be raised i.e. the new campaign should convey that ALDI fits with modern lives: simplicity, pragmatism and common sense -- because Discount is for everyone, because it is the model of the times. Objectives Use the timeless story of Cinderella to better reinterpret it, to reinvent it... to give it a fresh and modern outlook that allows the ALDI brand to increase its modernity.

The selecting process and presenting the cast to the agency's creative team and clients were amazing, impressive and effective at the same time. This director views his castings with the utmost importance, even more so for projects like this one (without dialogue and relying only on attitudes, gazes, smiles). He interviewed dozens of actors, ultimately presenting only one!

His casting technique is quite telling: a close-up shot fixed on the actor’s face, with his voice directing them in the background. Using only with his eyes, the actor presents one emotion after another, from reverie to desire and from anger to tears.

This simple shot of a few seconds was enough to convince both the agency and the clients that this actor was "our" actor. The same approach was applied to the second young woman and, ultimately, the choice became evident again.

This part can't be completed at this time, as the tv campaign went out on April 2nd for a submission April 6th.

So we may have some results before end of April, but not sure.