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ALDI
Watch the casevideo
Client
ALDI (school assignment for LUCA School or Arts in collaboration with ServicePlan)
Date
February-June 2022
Collaboration
Imke Vesters
Role
All- around designer, Copywriter, Video-editor and Scripter
Mentor
Fred Lateur
Question:
Become a lovebrand for Gen Z, using corporate responsibility.
Answer:
Gen Z protests a lot and wants to be understood.
ALDI could do exactly that.
By showing how ALDI- products could be used as protest-material, we show the true understanding ALDI has for Gen Z. We focused our instagram-campaign on creative copy writing, since 'meme' language is something that atracts Gen Z. Normally ALDI doesn't get any Gen Z engagement on Instagram, that's why we decided to do a collaboration with 'NWS NWS NWS' (a platform for Belgian youngsters to recieve news updates in a more lighthearted way).
We also made sure the campaign went beyond Instagram, by using media the target audience sees on their way to protest.
