Lidl's award-winning Irish beef was just as good as any other beef on the market, yet there were still lingering quality perception issues. To overcome this and the win a bigger share of the main shop, we needed to do something their competitors wouldn’t do, something uniquely Lidl; we aimed for disruption and superiority not parity.
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Our campaign was based on a simple insight about Irish people. We are a nation of begrudgers. Bono, Conor McGregor, Sally Rooney – there’s nothing like the sight of another Irish person doing well to make the rest of us resent their success. In Lidl, their beef is so good it has become the star of the store. So we took to the streets (well, the aisles) to find out what the other foods really think of the new Lidl Beef ad. And it turned out that Irish food is just like Irish people. There was a little bit of “beefgrudgery” there too.
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SILVER - Shark Awards 2021 - Advertising Film Craft: Animation
BRONZE - Shark Awards 2021 - Advertising Film Craft: Use of Humour 2021
SILVER - ICAD 2022 - Advertising Film: Film Campaign
SILVER - ICAD 2022 - Advertising Film: TV Commercial up to 30 seconds
SILVER - ICAD 2022 - Advertising Film: VOD/VOL Campaign
BRONZE - ICAD 2022 - Advertising Craft: Art Direction Campaign
BRONZE - ICAD 2022 - Advertising Craft: Copywriting Campaign
BRONZE - ICAD 2022 - Advertising Craft: TV commercial up to 30 seconds
BRONZE - ICAD 2022 - Advertising Craft: Direction for Radio Single
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Executive Creative Director - Shane O'Brien
Copywriter - Eoin Tierney
Art Director - Kevin McKay
Agency Producer - Georgia Stevenson
Director - Gavin Kelly for Piranha Bar

Following a year full of tear jerking, emotional pandemic comms in 2020 - we really wanted to bring some joy back to the Christmas season. To create a bit of magic and escape for people, as well as lots of glorious looking food. This year more than any other, we all deserved a Lidl Christmas. The campaign ran for 3 years, delivered exceptionally strong growth - giving Lidl their most successful Christmases yet, and giving the people of Ireland an unforgettable and joyous earworm.
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SILVER - Shark Awards 2021 - Advertising Film Craft: Animation
SILVER - ICAD 2021 - Production Craft: Production Design for film
BRONZE - ICAD 2021 - Production Craft: Animation
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Executive Creative Director - Shane O'Brien
Copywriter - Gerry McBride
Art Director - James Carr
Agency Producer - Georgia Stevenson
Director - Gavin Kelly for Piranha Bar

The Level The Playing Field campaign was created for Lidl Ireland’s sponsorship of the LGFA to highlight the ongoing battle for women’s equality in sport. Lidl have been serious supporters of the LGFA since 2015 and during that time, the profile of both the sport and the players has risen to previously unseen levels. But the women of the LGFA are still up against uneven odds. Fewer resources. Less coverage. Less recognition of their achievements. ‘Level The Playing Field’ is an award-winning campaign that acknowledges the generations of players who have battled for equality and a rallying cry for all present and future players.
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BRONZE - Clio Sport Awards 2021 - Film
SILVER - Shark Awards - Advertising Film: best sport themed commercial
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Executive Creative Director - Shane O'Brien
Copywriter - Des Kavanagh
Art Director - Rob Murray
Agency Producer - Georgia Stevenson
Director - Stevie Russell for Red Rage Films