LidlKids Gone

MPC Amsterdam collaborates with Überground and EASYdoesit productions to create LIDL Germany’s Christmas tale ‘Kids Gone’

The campaign brings a touch of the Brothers Grimm to Lidl’s dark Christmas fairytale, a cautionary tale about how stress, anger and tension can ruin Christmas.

Created by Überground Hamburg, directed by James Lees through Berlin-based EASYdoesit, the advert opens on a world without festive cheer, intercut with scenes of parents embroiled in bitter arguments. The kids slip away from the adults arguments, lured by the promise of some real Christmas magic in a snowy island in the sky. Presents transform into stepping-stones, which allow the children to travel to a land of wonderland of gifts, good food and harmony.