Sunday, September 25, 2022
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    Ad of the Day: Lidl uses flightless birds to issue veg transport pledge

    This illustrated Lidl print ad cleverly conveys the retailer’s promise to stop transporting fruit and vegetables by air in Sweden.

    Taking the style of scientific drawings, the ad monochromatically depicts various birds including a penguin and an emu, which don't fly. The end picture shows a Kiwi fruit with the description ‘stopped flying three months ago’ – a double entendre as Kiwi birds are famously flightless.

    In recent years, Lidl Sweden has worked to reduce its use of air transport and claimed to be the first chain in the country to stop flying fruit, vegetables and other food items to its stores. This decision was made after analyzing the sustainability consequences of air transport.

    The ad originally ran in Swedish morning paper Dagens Nyheter on July 6 this year, and has since been trending on social media.

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    Credits

    Agency: Garbergs

    Art director: John Lundquist Coey

    Copywriter: Fredrik Sundqvist

    Designer: Ola Johansson

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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