Lidl Homes

Homes is the campaign for LIDL Portugal's house giveaway contest, with art direction and ideation by Paulo Mariano at O Escritório. The contest gave away five houses, one per week, with a prize value of 200,000 euros and a lower entry threshold of 15 euros in purchases. Building on previous editions, in 2021 with the idea that anything could win a house, and in 2022 addressing those who doubted the promotion's truthfulness through the concept that the hardest thing is to believe, this edition needed a communication hook to grow participation at a time when housing had become an increasingly present concern for Portuguese people. The challenge was to communicate the extraordinary nature of giving away houses while dismantling the doubts that stop people from taking part, since many assume luck only ever falls to others. The message positioned LIDL as the shortest path between dream and reality: the shortest distance between a dream and reality is 15 euros of shopping at LIDL. Aimed at all Portuguese people, with a focus on LIDL's core audience of young families and on anyone for whom winning a house is the realisation of a dream. An integrated retail and brand campaign developed by the team at O Escritório, with art direction and ideation by Paulo Mariano.