Film > TV / Cinema Film: Sectors
THE SMYTHS
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 the Smyth family doing their weekly shopping. Elena Smyth and her three children explore Lidl and fill their trolley with their weekly needs. However, it becomes apparent that the children have a very different view of what the shopping priorities are. Despite their best efforts, it is their mother who is in control of what goes into the trolley. In a brave move for a supermarket looking to make sales, we see the mother refusing to buy nearly everything her children suggest.
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.
More Entries from Retail in Film
24 items
More Entries from CHEMISTRY
24 items
