ALDI - Al and Di
Original title: ALDI - Al y Di
Synopsis
A multiplatform advertising campaign for ALDI Supermarkets, launched in 2024, featuring two brand characters, Al and Di. These puppets act as 'shopping experts' and brand ambassadors, promoting the simplicity of shopping at ALDI with humor and tenderness, and highlighting the quality and price of its products. The campaign has evolved with different iterations, including the Christmas 2024 campaign and "Aldi Tour" in 2025.
Context & Trivia
The "Al and Di" campaign was launched by ALDI Spain and Portugal in 2024 with the aim of creating new brand mascots that would represent the simplicity of the company. The puppets, designed and built by Puppets Magic Studio, were created with super soft fur and bead eyes to convey a lovable and simple image. Multiple versions of the puppets were built, including hand-and-rod puppets for general use and Bunraku-style versions for trickier shots. The agency VML (formerly VMLY&R) worked closely with ALDI Spain on the design and development of the characters. The campaign has had a positive impact on brand awareness and purchase consideration, and plush toys of Al and Di were produced and made available in ALDI stores across Spain and Portugal.
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Puppeteers
Sinilos Puppet Studio (Coordination and Puppetry): Miguel Del Olmo (Lead Capitan), Lores Marcó, Caruca Ballesteros, Sonia Sobrino, Dolça Cos
Voices
Cesc Casanovas (Al - Spain |ES/CAT|), Mònica Glaenze (DI - Spain |ES/CAT|), Paulo Oom (Al - Portugal), Diogo Valsassina (Di - Portugal)
Puppet design
Puppets Magic Studio
Puppet companies
Puppets Magic Studio · Sinilos Puppet Studio
Puppet building
Puppet Magic
Created by
Pipo Virgós y Paco Badia
Direction
Miguel Angulo (rest), Guillem Castellvi (19), Gerson Aguerri (18), Bernat Llinares (16), Carmen Pérez (5, and other not listed)
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