Inflatable pretzel floats above Munich, Germany

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.
We're in the German city of Munich for this video, in the heart of the Marienplatz. From behind the New Town Hall a large inflatable pretzel rises up, until the string pulls tight and it bounces around. Attached to the pretzel is a large supermarket style receipt, revealing the name of the German athlete - Georg Zimmermann.