The 6 sec product launch

Lidl was launching the new brand Matriket - their biggest product launch ever with hundreds of new groceries from Swedish farms. Combined with that the media landscape places increasingly high demands on the shortest formats. We were tasked with introducing Matriket in a spectacular way in the shortest format possible. To achieve this, we chose to reverse the usual campaign structure and let a spectacular 6-second film become our hero. Everything was built by hand, everything was recorded in real time. A film that had to reflect the craftsmanship behind Matriket's groceries. All longer formats are slow motion versions of the hero film. In the slower versions you get time and the opportunity to familiarize yourself with the wide range and get closer to the new packaging design.