The Sneakers That Broke The Internet - Lidl

Following their “You deserve to be surprised” mantra, Lidl was getting ready to launch a very unexpected item in stores across the country: a pair of sneakers.
We amplified the hype around the launch by positioning them as something everyone just need to have.
The launch campaign included a series of videos leading to weekly challenges, a Lookbook, microsite and activations.
Needless to say, they instantly went viral and sold out in just a few days after the launch.