Artist

Badchieff

Agency

Accenture Song

Purpose

Further building on their Hip Hop sponsoring previously established through their collaboration with Ski Aggu, ALDI Nord wanted to partner with another hip hop act in Germany, this time with a focus to empower young talents from their community.

Approach

X&Berlin scouted hip-hop rising star Badchieff to be the ambassador for the new campaign called “ALDI Community Collab”. Out of hundreds of public social media applications to take part in the session, four talents were selected to collaborate on Badchieff’s next hit — a dream come true for the young talent. We implemented a strategy to integrate young talent from ALDI’s community into an engaging studio session that included writing a song with Badchieff, creating fashion pieces and painting artwork for the new song – all inspired by the brand and their unique product range. The song was subsequently released on DSPs, generating 1,4Mio streams in just months. ALDI Nord released a branded documentary series, short form assets while Badchieff released song and music video on his channels.