Counting the hours to attract workers

This supermarket’s digital outdoor ads worked best when there was no action on the screen.

da Maud Largeaud , AdForum

Supermarket chain Lidl wanted to recruit new staffers in Slovakia. But how to appeal to potential employees? By showing one of the great advantages of working at Lidl: flexible working hours. In order to demonstrate this, the agency created a poster campaign consisting of three films that represented 24 hours in the life of the supermarket. Viewers could clearly see when the three workers were present in the store (or not), depending on their working hours. With, of course, an appropriate message for the time of the day.