Waking up to see Jaden Smith had chosen (yes it was a choice) to rock a $4500 castle headpiece to the Grammy's, there was really only one thing to do...

Introducing Aldi Castlecore, a £24.99 wooden children's princess castle, repurposed as a red carpet-worthy fashion statement!

The campaign achieved over 100 pieces of coverage, 8.6 million+ social reach and 4% engagement