Lookalikes have reached a new level of ubiquity in culture, and discount supermarket Lidl have championed lookalikes before they were cool. So we decided to pull off their best one yet: Ireland’s very own Paul Mescal. Just 5 days after the Timothee Chalamet lookalike competition, we put out a call for a Paul Lookalike Competition by printing anonymous posters that popped up around Dublin overnight, and launching a mysterious TikTok account that blew up. The results were crowds of shorts-wearing superfans showing up for the competition, a reaction from Paul himself, and creating a culture-led conversation - on the very same day as Paul Mescal’s Gladiator II premier. With a quick reaction and an anonymous guerilla event, we created a cultural moment for Lidl to plug into and own.