Lidl - PhandID

The Pfand ID campaign creatively reimagines the traditional bottle deposit system (Pfand) to drive social change while enhancing the consumer’s transactional experience. By doubling the refund for homeless individuals who register with the Pfand ID, Lidl transforms a simple bottle return into a valuable opportunity for social reintegration.

The campaign goes beyond just increasing the value of the refund; it connects bottle collectors with job opportunities by creating real-time digital resumes, turning their work into proof of reliability, dedication, and perseverance. This innovative application of commerce doesn’t only promote a brand—it uses the power of the marketplace to combat homelessness, provide a means of livelihood, and create pathways to employment.