Lidl: Bread Ad Draws Pigeon Swarms

Fooh concept details:

A clever FOOH experience shows hundreds of pigeons swarming around a Lidl bread advertisement in a historic Belgian square. The digital billboard displaying "Ovenheerlijk brood" (Delicious oven-baked bread) becomes engulfed by birds, creating a surreal visual effect against classic European architecture. When the display changes to perfume advertisements, the birds immediately disperse—only to return when bread appears again. This humorous urban intervention suggests even pigeons can distinguish Lidl's irresistible bread from other products, transforming an ordinary advertisement into a memorable demonstration of the product's appeal with the tagline "Are we seeing them fly now?"