Once upon a time, today’s Discount

Agency: TBWA\Paris


35 years ago, ALDI opened its first store in France and the Albrecht family continued to expand its Discount invention outside Germany (ALbrecht DIscount). Today, with 1,300 stores and more than 16,000 employees in France, ALDI keeps up with the times and its unique distribution model responds more than ever to people’s lives today.

The new page in ALDI communication turning at the beginning of April aims precisely to reaffirm the brand’s discounting DNA with a fresh breath of modernity.

The new brand film conceived by TBWA\Paris projects ALDI into a universe that richly evokes fairy tales and legends that are part of our shared culture. The film draws on the timeless story of Cinderella to better reinterpret it, reinvent it, and make it relevant to today's lives that are all about simplicity, pragmatism and common sense. It is therefore the very image of Discounting as invented by ALDI!

This film, which will be broadcast on television and digital, is the first chapter of ALDI's new brand strategy, whose media plan is orchestrated by the Cospirit agency.

This professional campaign titled 'Once upon a time, today’s Discount' was published in France in April, 2023. It was created for the brand: ALDI, by ad agency: TBWA\Paris. This Integrated medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 6 months ago.


ALDI : Anne-Marie Gaultier, Patricia Bouquet, Johanna Ducloux, Constance Verro, Océane Gourbière

TBWA\ Paris : Anne Vincent, Marc Fraissinet, Nicolas Simonnet, Aïcha Kheloufi, Hélène Logeais, Perrine Rodier

Strategic Planning : Loïc Mercier, Léa Rivoire

ECD : Benjamin Marchal et Faustin Claverie
Artictic Director : Sébastien Guinet
Copy writer : Josselin Pacreau

Head of Creative Producers and CEO \Else : Maxime Boiron
Creative Producer : Anne-Claire Girard
Production : Henry
Director : Sebastian Strasser
DOP : Roman Vas'yanov
Post Producer \Else: Élise Gamboa

Sound Production : \Else
Head of Music and Sound : Olivier Lefebvre
Soundtrack Director : Fanny Mithois
Musique Artistic Director: Ferdinand Huet, Thomas Jacquet
Sound engineer : Matthieu Seignez
Business affairs : Marion Le Guluche

Title : Bibbidi-Bobbidi-Boo - The Magic Song
Author and composer : David, Mack, Livingston, Jerry, Hoffman, Al.
Éditor : Walt Disney Music Company /Universal Music Publishing Int. Ltd.
Artist - interprète : Coco bans
Producer : Soondclub

Media Agency : CoSpirit

Social Media agency : Mogul


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