Bronze
Creativity In PR
Challenger Brand
| Entrant: | McCann Manchester, Manchester |
| Brand: | Aldi UK |
| Title: | "Aldidas" |
| Corporate Name of Client: | Aldi UK |
| Agency Global Creative Director: | Javier Campopiano |
| Agency Global Creative Partner: | Adrian Botan |
| Chief Creative Officer: | Dave Price |
| Executive Creative Director: | Dan Noller |
| Senior Copywriter: | Rob Gorton |
| Copywriter: | Hannah Tudor |
| Senior Art Director: | Ben Kaberry |
| Art Director: | Mike McGuinness |
| Agency Producer: | Liz Hough |
| Agency Head of Live: | Calum Macdonald-Ball |
| Agency Social Media Director: | Sophie Sim |
| Agency Creative Excellence Director Europe & UK: | Carmen Bistrian |
| Agency Creative Excellence Manager Europe & UK: | Alice Reindlova |
| Production Company: | CRAFT Manchester |
| Production Company Camera Operator: | Ben Kelly |
| Production Company Camera Assistant: | Jack Roe |
| Production Company Stylist: | Heather Croston |
| Production Company Hair & Make-Up Artist: | Lio Jones |
| Post-Production Company: | CRAFT Manchester |
| Photographer: | Nick Kirkham |
Description:
We played the sportswear giants at their own game, and got Aldi to launch their own sportswear range which was much more affordable. So, if you’re a German brand, founded by two brothers with a logo that has three stripes, what would you call your sportswear? The perfect name was obvious, wasn’t it?
Erm, well it would have been the perfect name, but Aldi’s lawyers prohibited it. We didn’t want this to turn into a lawsuit, so we turned to Aldi’s social community and asked them to name their sportswear instead. We knew they’d call it what we originally wanted because they love Aldi’s lookalike products.
They dubbed it ‘Aldidas’ for us, and this little loophole meant we wouldn’t violate copyright infringement laws. Once they said it, we could put their ‘Aldidas’ tweets and comments on Aldi’s sportswear ads as branding without worrying about any legal battles.