Lidlize: The AI-Powered Campaign Winning Major Creative Awards

From a Coveted D&AD Wood Pencil to a Potential Cannes Lion, Marcel & Lidl's “Lidlize" Campaign, Powered by Bria.AI, is Turning Heads Across the Creative World

When Paris-based creative agency Marcel set out to turn Lidl's signature brand swagger into an interactive experience for fans, they landed on a bold idea: let the public design the products. Powered by Bria's brand-safe generative AI, the resulting campaign—Lidlize—made it effortless for anyone to create on-brand product concepts using simple text prompts. In just three weeks, it generated over 1.7 million visuals, earned a prestigious D&AD Wood Pencil for User Participation, and set the stage for what could be its successive big win: a Cannes Lion.

How "Lidlizing" works

See Full Case Study 

1. Type in a Product – Try "folding bike," “a bouncy castle," or "a baby onesie."

2. Lidilize It: Watch Bria's Tailored Text-to-Image model wrap it in Lidl's red-yellow-blue DNA in real-time with sub-two-second latency even at viral peaks.

3. Vote, Share, Repeat: The most popular concepts move from pixels to production, hitting real shelves.

    

The magic behind the fun? Serious engineering. The system runs on:

• Custom fine-tuning (LoRA) to embed Lidl's brand DNA

• Multilingual prompt support to reach a global audience

• Multi-layered moderation to keep every image brand-safe, fast, and compliant—even under viral pressure

Awards Momentum

Lidlize is already making waves on the global stage.

• It has recently earned a D&AD Wood Pencil—a prestigious honor that celebrates creativity and innovation in design and advertising.

• And next up: Cannes Lions. With submissions closed and juries now reviewing entries for the June 16–20 festival, Lidlize is a frontrunner in the Brand Experience & Activation category.

If it takes home the Lion, Lidlize will be the rare campaign that sweeps the three big spring shows. It's a powerful signal that community-driven design and responsible Gen-AI are no longer novelties—they're redefining creative excellence.

Why It Matters for Brands Exploring Gen-AI

Lidlize isn't just an awards darling—it's a blueprint for how brands can harness generative AI in a way that's engaging, safe, and wildly effective. Here are three big lessons:

Bria's Role Behind the Scenes

While Lidlize appeared playful and straightforward on the surface, it was powered by serious technology underneath. Bria's platform enabled the entire experience, from creative fidelity to operational scale:

Fine-Tuning: We distilled Lidl's unique brand DNA—color palette, typography, tone—into a custom-trained model, ensuring every image was unmistakably "Lidl."

Prompt Automation: Simple natural-language prompts made it easy for anyone, regardless of design skill, to generate production-worthy visuals.

Scalable Infrastructure: Our autoscaling GPU clusters handled massive usage spikes—especially during TikTok-fueled surges—without a hitch.

Built-In Ethics & Compliance: Every output was backed by copyright-clean data and EU AI Act–ready audit trails, giving Lidl the confidence to go big without regulatory risk.

What's Next?

Whether you're a retailer, game studio, or CPG innovator, Lidlize proves that imagination scales when great ideas meet the proper AI tooling. Explore the complete case study or contact us at hi@bria.ai to learn how Bria can tailor Gen-AI to meet your brand's specific needs.

Congratulations again to the visionary teams at Marcel and Lidl. We look forward to seeing you on stage in Cannes.