Aldi was on the hunt for a fresh new brand positioning that encapsulated their philosophy and personality. So after many months brainstorming in a tiny room that looked like a bomb site (and smelt like one too), we came up with two simple words; Good Different.

To launch Good Different, we told Australians how satisfied their shoppers were, how they use only the world's toughest critics to test their products and that they don't inject anything artificial in their products.

Director: Steve Ayson
Creatives: Nadia Ahmad, Tom Johnson, Milli Malcom
ACD: Rosita Rawnsley-Mason
CD: Alex Derwin