Aldi don’t sell big brands. But their products are… shall we say, suspiciously familiar? They look the same, taste the same, only thing they don’t do is cost the same. High end luxury and eye-watering prices isn’t quite their style. So, when the whole world was watching, Aldi did what they always do – offered a low cost-alternative to the big names. Only this wasn’t an alternative to a big product name, it was an alternative to a big-name supermodel.

Introducing Fake Moss. In just 24 hours from concept to execution, we made the world believe that supermodel Kate Moss was one of Aldi’s regulars – even going as far as to sport the iconic 65p Bag For Life! We hired fake paparazzi to follow a fake Kate Moss and her fake bodyguard around the Aldi next to Chanel’s Métiers D’art show.

Our dupe duped the world, including fans who asked for selfies, broadcasters who talked about us on primetime news and millions of X users who made us trend top 10. Turns out, hijacking Chanel’s catwalk was a cakewalk for Aldi.