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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.