Wishes Come True

Spending time with the family, cooking and playing together, doing good for others - the Christmas season has a very special magic. Under the motto “Wishes come true”, the 2024 Christmas campaign and the accompanying Lidl Christmas film are once again all about sharing and spending time with loved ones.

Christmas film: The centerpiece of the campaign is a six-minute film that emphasizes the power of giving and sharing. 

I was part of the team at BBDO Group Germany that led the creative and strategic direction for Lidl’s largest-ever Christmas campaign, “Wishes Come True.” We developed the core idea, collaborated with top-tier talent including director Tom Hooper, and managed the campaign’s execution across 30 international markets for this Global campaign as Lidl operates 11,000 stores worldwide, and the campaign ran in all those markets.

Toy Bank donations: Lidl reopened its Toy Bank, collecting new, unopened toys and games to be distributed to children in need. 

Community engagement: The campaign encourages people to participate in the Toy Bank initiative and share the magic of Christmas with others. 

Global reach: The campaign is running in 30 countries, highlighting Lidl's commitment to making a positive impact during the holiday season.  Europe: Austria, Belgium, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, UK, Ukraine, Eastern Europe & Balkans: Russia (Minsk, Moscow, St. Petersburg), Serbia (Belgrade), Middle East & Africa: Turkey, UAE, South Africa (Cape Town, Durban, Johannesburg), Americas: Chile, Costa Rica, Peru, Uruguay Asia/Pacific:

With this year's Christmas campaign, Lidl also offers the perfect stage for its products, but at the same time goes one step further and shows in a very emotional way that small gestures can trigger something very big: Because it is only through the magic of sharing that wishes come true.