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Creative idea

Urban legends and the interwar age became a stage for the Lidl’s private label, Camara Noastra (the range of traditional food). Romanians consider this era the last glory age and love to embellish and mystify this period of blazing progress, splendid decadence and authentic tradition. Produced as a cinematic mini-series, each episode is a deep dive into Romanian culture and its myths and characters from recent history. The mini-series was exclusively shot in the historical city of Sibiu while recreating the atmosphere and recipes in Romanian-style plots containing our traditional…passion, betrayal, fallen heroes, delightful villains, with a dash of spies and adventure.

Brand name: Lidl - Camara Noastra
Advertiser / client: Lidl Romania
Product / service: Lidl private label of traditional Romanian food
Campaign name: Urban Legends
Agency network: MULLENLOWE
Agency: MullenLowe Bucharest
Production company: Studioset
Web address: https://surprize.lidl.ro/camaranoastra
Creative director: Silviu Antohe, Mihai Costache
Art director: Silviu Antohe
Copywriter: Mihai Costache
Account director (agency): Andra Panaitescu, Alexandra Todirica
Director: Anton Groves
Director of photography: Radu Voinea
Screenwriter: Mihai Costache, Silviu Antohe, Anton Groves
Agency producer: Adrian Radu
Post production: Studioset
Additional company: Set Design: Raluca Ioanovici