Reclaim the real claim
Adapted overdrawn advertisements with "the real claims" telling the truth.


Imagine the texter/copywriter and the designer in the advertising agency of the discounter have the same "problem" like Jim Carrey in the movie "Liar Liar" – they can't lie anymore...

My idea is a parodistic approach. It's like the "real " discounter campaign is hijacked...

English Translation for the Lidl example: Claim in the real campaign "Lidl lohnt sich." = "Lidl it's worth it" The hijacked version "Lidl lohnt nicht." = Lidl it's not worth it".

Campaign Scaleability

The campaign can use all the channels the discounter also uses, e.g. print ads, leaflets in the markets, online ads, ... Some mock-ups will follow.