the riot of spices

Creative idea

Imagine being referred to as ‘ jury member 3’. How dismissive would that be. When Lidl Bulgaria turned to us with a brief saying ‘by the way, we have fresh spices over here that no one seems to know about’, our response was righteous outrage. “Season to taste”. “Add the spices”. Heedless, hateful phrases. That everyone uses when regarding the cornerstone of taste in a dish. Understandably, Basil, Rosemary and Coriander took over Lidl’s social media to protest this injustice by interrupting the regularly scheduled posting to reclaim the stereotypes and misconceptions often used against them.

Brand name: Lidl
Advertiser / client: Lidl Bulgaria
Product / service: discount retailer chain
Campaign name: the riot of spices
Agency network: INDEPENDENT AGENCY
Agency: proof., Sofia
Web address: https://www.lidl.bg/
Creative director: Angel Iskrev
Art director: Emanuela Belovarski
Copywriter: Krista Yankova
Designer: Vess Blackstone
Account director (agency): Juliana Tsvetkova
Strategic planner / strategist: Mira Panova
Additional company: copywriter: Asya Maradzhiyska junior copywriter: Rosen Tsankovski junior copywriter: Lora Rupova account executive: Kristina Prodanova