LIDL
TOUR DE FRANCEthe challenge
with “lidl-trek,” the brand returns to cycling’s top tier after years of sponsoring involvements within the cycling world. but ahead of the prestigious tour de france, one question remained: how do you engage the lidl target group that isn’t into cycling, but rather interested in entertaining stories than a nerdy deep dive?
the work
by not acting as a team sponsor, but showing the cycling world through the eyes of a cycling-obsessed fan in paris: paul ripke. from french cuisine to art, culture, and fashion, this unqiue content activation felt like a weekend with friends rather than a brand campaign.
see results here
concept, creative direction,
creative production, photography
client: lidl deutschland
agency: do it!
production: flutlicht film
