making life better 20 minutes at a time

brief

in april of 2021, Lidl Bulgaria conducted research that showed the average shopping time in their stores was just under 20 minutes — quite low compared to other supermarkets in the sector, and a great benefit for shoppers.

insight

the time you save isn’t necessarily life-changing, but it is lifestyle-changing

strategy

we wanted to show how getting your groceries quickly and comfortably opens up the rest of your day to spend however you like.

idea

people don’t have a direct reference of how long 20 minutes is, so we gave them one by comparing it with the 20 extra minutes you get to spend doing what you love with the ones that you love.

art direction

our aim was to show a day well spent through the point of view of our target audience — utilizing a variety of products in each shot and letting them tell the story .we split our audience into 8 separate target groups, in order to communicate directly to each and every person who shops at lidl. we used bright and vivid colors, evoking a sense of a romanticized memory, shot from the same angle every time to keep the series homogenous and recognizable.

execution

the visuals were simple and true to life, with lots of intention behind every detail of each shot. our goal was to create relatable settings with a variety of products sprinkled throughout in a manner that was natural and made sense for the individual target groups.

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proof. is a creative agency based in Sofia, Bulgaria. Young, striving and digitally-driven.

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proof.

proof.

proof. is a creative agency based in Sofia, Bulgaria. Young, striving and digitally-driven.

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