ALDIstory Celebrates Real Lives With Authentic Campaign Series
With over 60 years of history in Germany, ALDI has become synonymous with affordable quality and community engagement.
The new ALDIstory campaign, crafted in partnership with LE BERG and antoni_99, comprises of three films that dive into the personal narratives of real customers, highlighting how everyday products create unforgettable moments.
Under the direction of Le Berg filmmaker Andzej Gavriss, and with cinematography by Bob Richardson, this series captures the essence of ALDI through relatable storytelling and emotional resonance.
LBB’s Olivia Atkins caught up with Andzej and antoni_99’s executive creative director Anna Lichnog and creative directors Paulina Klawuhn and Till Overwien to discuss ALDI’s decision to strengthen its connection with consumers while celebrating individual experiences.
ALDIstory, Pasta.
LBB> What was the brief that you received from ALDI?
Anna> This project was a pro-active initiative by my fellow ECD Manuel Urbanke and I, based on the brand claim: ‘Good(s) for everyone'. What sets ALDI apart from other (discount) supermarkets is its long-lasting history in Germany and, consequently, the emotional bond people have with the brand. For generations, people have shopped at ALDI, but besides a handful of well-known anecdotes, there were hardly any other real stories out there. We saw this as a great opportunity to highlight untold stories by real customers and give more meaning to the brand claim.
There was no specific brief. The idea was brought pro-actively to our client as a concept to underline their ‘Good for everyone’ claim and works as a continuous brand campaign.
LBB> And how did you interpret this brief? Why did you decide to use real life customer stories as inspiration?
Anna> Using ALDI’s brand claim ‘Good(s) for everyone’ as a guiding principle, we consistently sought stories that are universally true – situations and insights that many people can relate to. We strive to put ordinary situations in the spotlight and find beauty in the everyday. This is something we try to do as much as possible in all of our work.
In our #ALDIstory films, there is a small but meaningful line at the beginning: ‘Based on a true story’, which emphasises our commitment to finding compelling true stories rather than inventing something. We were surprised by how many stories we discovered just by talking to people, and it confirmed our belief that there are many ALDI stories available. Together with our team at antoni_99, we turned them into something worth watching.
The foundation of our work is always to back up ALDI’s claim ‘Good for everyone.’ Creatively, we like to explore who everyone is. This has been a continuous effort on our part. Everyone has an ALDI story. ALDI is deeply ingrained in German culture and beloved (to return to the claim) simply because it has good things for everyone, no matter where you come from, who you are, or what your financial situation is.
LBB> How did you find these real-life stories?
Anna> We started with family and friends and quickly moved into much wider and more profound research. We were advised by a historian of the ALDI archives, scoured social media and message boards, read books, combed through interviews, and searched through a variety of (local) newspaper archives.
Our initial hypothesis that everyone has an ALDI story was proven right almost immediately. Within days, over 25,000 people had commented on our first #ALDIStories, sharing their own stories or relating to the ones already told. Even on set for the current three ALDI stories, the cast and crew all had their own ALDI stories. We’re excited to bring more of them to life in the near future. At the moment, we have about 50 new potential ALDI Stories in our story pool that we are eager to tell.
Pic credit: Valentina Khodnevich.
LBB> The films aim to show the emotional connection between ALDI and its customers. What techniques or decisions helped maintain authenticity without making the stories feel overly polished or scripted?
Paulina & Till> We looked closely at people's stories and it quickly became clear that each one was unique and therefore needed to be told individually. It was important to us to let the stories speak for themselves and give them the stage they deserved. We didn't need a lot of dialog or explanations, the pictures speak for themselves, using mixed media helped a lot with that.
Andzej> For me, it’s all about gut feeling. I love observing the world, building a mental library of stories, characters, and emotions, and then drawing from that on set. With my roots in the Stanislavski system, I prioritise preparation, rehearsals, backstories, and a deep emotional connection with my actors. I want everyone fully immersed in the atmosphere we create on set. I remember rehearsing the father-daughter scene for ‘Sweet Stuff’ during a fitting, and the entire wardrobe team started tearing up – that’s when I knew it was working.
ALDIstory, Sweet Stuff.
LBB> Can you share a memorable moment from the shoot?
Paulina & Till> There were countless memorable moments, but two really stand out. The first day of shooting was crazy hot and we ended the day by a campsite right by the sea. By that point, we realised how big the project was going to be.
We all ended up jumping into the water together, feeling like kids, full of excitement for what lay ahead. And the last day was just as special. The party we had been filming turned into a real celebration after we wrapped, with DJ Sedef Adasi giving us a fantastic finale to cap off the shoot.
Andzej> After we wrapped, Sedef stayed an hour longer to do a DJ set for us. We all went all in and raved at this incredible location – it was pure magic. I’m very grateful to Antoni's creative and producers for this collaboration. It was a true joy working together, to hear their million great ideas and for being given total creative freedom.
Pic credit: Valentina Khodnevich.
LBB> With Bob Richardson as DOP, the films likely have a unique visual signature. What specific cinematographic techniques or tools were used to create the balance between everyday realism and storytelling magic?
Andzej> I have to say, having Bob on this project was a real blessing, all thanks to Nina Klein for making it happen. Bob is a total rock star -- he’s got this infectious, cowboy-like energy, relentless dedication, and is insanely talented. Everything just seems to come so naturally to him. Honestly, my approach didn’t change much. I still storyboarded everything myself, presented the vision to the team, gathered as much feedback as possible, and let the best ideas rise to the top. It’s about trying to stay open. We didn’t rely on many fancy tools – just focused on finding the right angles, lenses, and camera moves to tell the story effectively.
LBB> Andzej, how did you approach visually representing these personal narratives while keeping them relatable yet cinematic?
Andzej> For me, it’s important to find the core of the creative idea and build every directorial decision around it. Whether it’s character development or a specific camera move, every decision has to serve the story. I constantly push myself to step out of my comfort zone, experiment and make each project feel distinct. So, when I received the deck, I was thrilled – Antoni wanted to create three unique films each with its own visual language.
It’s rare to feel connected to even one part of a campaign, let alone all three films. Personally, my father-in-law, who is a ship mechanic, would tell me stories of coming home after months at sea, bringing sweets and toys for my wife. I got my first camera at 13, and as a young filmmaker struggling in L.A., I learned to plan my meals around bulk buying from different stores.
The DNA of the film was immediately clear to me – all I needed was to translate my own experiences and emotions and bring them to life, alongside hundreds of talented collaborators. I was lucky to have them on board for these beautiful films.
ALDIstory, MP4.
LBB> The ALDI stories range from funny to touching. How did you ensure cohesion across the three films while capturing their diverse emotions?
Andzej> It’s all about using the right ingredients – the recipe stays the same, I just focus on creating an emotional connection at every stage, from the initial treatment to the final cut. I prepare as thoroughly as possible but have also learned to let go when needed.
Collaboration is key, as is fostering a friendly, open environment on set. Staying flexible while knowing what works best has always been my motto.
