The superherono one knewthey needed
LIDL · Retail
LIDL
Cien Sun, Lidl's sun care range, needed to reach a young audience in their own territory — without feeling like a brand interrupting the fun. So we sent a superhero to Primavera Sound: a custom suit, a giant SPF +50 spray backpack, and one mission — protect festival-goers from the sun, whether they asked for it or not.
Situation
Nobody packs sunscreen for a festival
81% of young people have been sunburned at least once. Only 12% of men use sun protection daily. And 43% forget to reapply. Festivals are the perfect storm: hours under the sun, music louder than common sense, and sunscreen nowhere in sight. Cien Sun, Lidl's sun care range, needed to reach a young audience in their own territory — without feeling like a brand interrupting the fun.
- 81%
- Have been sunburned
- 12%
- Of men use SPF daily
- 43%
- Forget to reapply
The problem wasn't awareness. It was reapplying.
No one knewthey needed him.Until they gotsunburned.
Solution
Meet Cien Sun Man
We created Cien Sun Man: a superhero whose only mission is to protect festival-goers from the sun. Complete with a custom suit, a giant SPF +50 spray backpack, and the energy of someone who genuinely believes skin protection is a superpower.
81 % of young peopleget sunburned.He said no.
Activation & Content
He took over the entrance
At Primavera Sound, Barcelona's most iconic music festival, Cien Sun Man took over the entrance — handing out product, applying sunscreen to strangers, calling out anyone who hadn't reapplied in two hours. All captured on video with influencer Diego Nister, turning the activation into content that felt native to the platform and the moment.
Result
A supermarket brand that belonged there
Lidl showed up at one of Spain's biggest youth cultural moments and actually belonged there. It worked so well that Cien Sun Man travelled beyond Primavera Sound to Arenal Sound.
