Inflatable waffle is wedged in the Atomium, Brussels

We partnered with Lidl-Trek on a global FOOH campaign announcing a series of new athletes joining the professional cycling team.
Rolling out across Lidl-Trek’s social channels, the campaign travelled across Europe and beyond, with each announcement given its own culturally relevant twist.
In this clip, we see a large inflatable waffle, complete with a swirl of cream and strawberry, wedged in the Atomium in Brussels. Attached to the structure is is a large supermarket style receipt, revealing the name of the Belgian athlete - Jordi Meeus.