Look a Lidl like Paul

Discount supermarket Lidl set a clear ambition: to be the most talked about brand in Ireland, rooting themselves firmly in culture. When a Timothee Chalamet lookalike competition went viral, Lidl, who championed the lookalike long before it was a pop culture affair, hacked it to deliver their best lookalike yet: Irish Gladiator II star, Paul Mescal. Unbranded posters for the event popped up around Dublin overnight alongside an anonymous TikTok account. To the delight of crowds of Dubliners, Lidl revealed themselves as the event masterminds, owning the moment in a way that no other brand could.