Film > TV / Cinema Film: Sectors
THE O'CONNORS
CHEMISTRY, Dublin / LIDL / 2018
Overview
Credits
Overview
BriefExplanation
Shopping is boring… but not when it’s other people’s. The shopping trolley is a window into how people live their daily lives, the choices and compromises they make. The things they buy give us little insights into their lives, who they buy for and why.
This film is one of several that makes up our “Trolleycam” campaign for Lidl. In this execution, we see health-obsessed vegan Valerie O’Connor and her 17 and 20 year old sons shopping Lidl, one of whom is also vegan, the other loves his meat and is less strict about his health. We get an insight into the family’s conflict over what good food is and like all good mothers, Valerie still knows how to make her sons squirm with embarrassment!
EntrySummary
Lidl is one of two discounter supermarkets in Ireland, Aldi being its closest rival. Both hold very different positions in the lives of Irish people. Aldi is famous for being a place for getting a full weekly shop. Lidl was famous for its random promotions and people were not doing their weekly grocery shopping there.
Rather than simply tell them about the products they could buy, we demonstrated how “people like me” could get everything they needed in Lidl. We leveraged reality-TV-style voyeurism, using real people, real shopping experiences as a device to illustrate that – by main shopping at Lidl – these shoppers were able to get the range, quality and value they needed for their family’s needs.
“The maish” – Irish slang for meat (5” into ad)
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