Lidl, known for its surprising and often humorous marketing campaigns, uncorked a truly unique concept with its “Eau de Grill” fragrance. This wasn’t just a clever name; it was a genuine perfume designed to evoke the essence of summer barbecues and good times. To bring this extraordinary idea to life, Lidl collaborated with renowned Finnish perfumer Max Perttula, adding an authentic touch of olfactory expertise to the sizzling campaign. Perttula, celebrated for his distinctive and often unconventional scent creations, was the perfect nose to distill the smoky, savory, and celebratory notes of grilling into a wearable fragrance, ensuring “Eau de Grill” was more than just a marketing stunt – it was a sensory experience.
We filmed for the campaign a captivating series of “documentary” style films. These short, witty segments followed Max Perttula on his seemingly arduous, yet often comical, journey to capture the quintessential “grill scent.” Viewers were invited into Perttula’s world, witnessing his meticulous, almost obsessive, methods as he sought to identify and isolate the elusive notes that define a perfect Finnish barbecue.
Credits:
Director: Otso Tiainen | DOP: Daniel Lindholm | Editor: Mikko Löppönen | Sound: Karo Broman | Grading: Henri Pulla | Producer: Juha-Matti Nieminen | Production Company: Directors Guild | Client: Lidl | Agency: Folk
