Lidl is a German chain of discount food stores. They have had a difficult time to become credible on the Swedish market. Swedish people don't believe that low price food can have high quality.
The brief was to prove the quality of Lidls products and get more people curious to try them.
We needed to create the ultimate proof that no one could disregard. We needed to challenge the food on an arena were only the very finest ingredients are excepted. And where the people would be the ones to judge it.
Every year on the 10th of December the Noble Prizes are awarded in The Grand City Hall of Stockholm. 1300 royal guests and the laureates are invited. However, the most famous thing about the evening is the carefully crafted menu, which is served according to a strict minute by minute schedule. Millions of people watch the live broadcast in admiration over the banquet dinner.
This year on the same night, in the same second, the doors to another banquet opened - LE BON (a palindrome of NOBEL). It mirrored every little detail of the Nobel banquet: a 1.1 replica of the Grand City Hall, 5200 plates, 50 chefs, 260 waiters etc. The only difference was that the 1300 guests were the people. Finally anyone could experience the Nobel menu - which was 100 % made of ingredients from LIDL, the discount store.