Lidl

‍Lidl was ready for a new take on employer branding. Less corporate. More human.

So we flipped the script—literally. No more polished paragraphs full of buzzwords.
Instead, we asked: what if job ads were written by employees themselves?

We gathered raw, unfiltered input from over 100 Lidl team members - from logistics to store to HQ. Their thoughts, frustrations, and ideas were fed into an AI model to generate a bold, brutally honest rewrite of the original job description.

Then we hit record.
We showed employees the old version.
We showed them the new one.
And we captured every honest, surprised, hilarious, or painfully true reaction.

The result? The Most Honest Job Description—a fresh format that redefines how companies talk about jobs.

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The creative concept: rewrite, react, reveal

‍Step 1: Collect input from real employees across functions and regions.
Step 2: Use AI to craft a new version—based entirely on what they actually think and say.
Step 3: Put both versions in front of them, and let the cameras roll.
From “that’s not how we talk” to “finally, someone gets it”—the contrast said it all.

We structured the videos around these unscripted reactions, turning a simple before-and-after into an emotional narrative about identity, voice, and respect.

Two days. Two languages. Zero BS.

‍We shot everything—interviews, cutdowns, stills, behind-the-scenes—in just 2 days, across multiple locations.
All content was delivered fully bilingual (French and Dutch), from interviews to graphics to subtitles.
Fast-paced production. High-volume output. No compromise on quality.

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Why it worked

‍Because it wasn’t just a video campaign—it was a statement.
By giving employees a voice, Lidl made it clear:
We're not just hiring people. We're listening to them.

The result was a campaign that didn’t just attract candidates—it started conversations inside the company too.

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