Ad of the Day: Penny’s year-end campaign strikes again with powerful storytelling
The German discount grocery chain worked with ad agency Serviceplan again, following award-winning campaigns such as ‘The Kids’ and ‘The Wish.’
The Penny’s annual Christmas campaign is renowned for addressing societal issues and this year highlights the Förderpenny initiative with ‘Wonderful World.’
Since its launch in 2015, the project has supported over 300,000 children and young people and 2,400 clubs, contributing more than €6m in donations and prizes.
The spot celebrates the initiative and its key contributors – volunteers, club members and customers who round up their purchases to the nearest 10 cents.
Want to go deeper? Ask The Drum
The campaign features two films (60 and 150 seconds) offering a glimpse into the everyday lives of clubs supported by Förderpenny. Viewers are invited into touching scenes: a children’s orchestra preparing for rehearsal, a child with cancer and their volunteer caregiver, a boy returning to football training, a scout group, and a dance class for children with Down syndrome.
These poignant moments unfold to the backdrop of a newly composed rendition of Louis Armstrong’s timeless classic, What a Wonderful World.
The 60-second film will be broadcast in Germany on TV and online platforms.
How Serviceplan made ‘The Wish’, Europe’s most-awarded ad of the past year.
Credits
Penny
Chief marketing officer: Dr Jan Flemming
Head of brand marketing: Werner Hesse-Quack
Lead brand and campaign marketing: Marcel Otten
Senior marketing manager brand and campaign: Silke Winter
Chief operations officer: Dr Stefan Görgens
Advertisement
Serviceplan
Global chief creative officer, Serviceplan Group: Alex Schill
Chief creative officer, Serviceplan Germany: Till Diestel
Managing partner, Serviceplan: Christoph Everke
Managing partner, Serviceplan: Michael Jaeger
Executive creative director, Serviceplan: Moritz Dorning
Creative director, Serviceplan: Matthäus Frost
Senior copywriter, Serviceplan: Pauline Sawatzki
Copywriter, Serviceplan: Miriam Schmidt
Senior art director, Serviceplan: Agnes Motz
Junior art director, Serviceplan: Lucas Mill
Senior account manager, Serviceplan: Alessia Scheffler
Head of production services, Serviceplan: Aisha Blackwell
Production company: Akkurat Studios GmbH
Managing director: Tim Augustin
Producer: Christoph Regendorp
Post producer: Marc Fischer
Production coordinator: Isabelle Waschek
Production assistant: Joon Sander
Editing: Serviceplan Make
Recording studio: Supreme Music
Post-production/grading: Black Kite Studios
Grading, Black Kite: Richard Fearon
Sound design, music company: Supreme Music
Music: Florian Lakenmacher
Media agency: Rewe Digital / OMD Media
Music and entertainment consultancy: Spark Marketing Entertainment GmbH
Advertisement
Others
Freelancer: Dörthe Becker-Van Dort
Director of photography, freelance: David Foulkes
Stylist, freelance: Lorena Maza
Art director, freelance: Karin Betzler
Casting actors, Bloom Casting: Julia Todorow
Casting real people, Doku Casting: Nana Rebhan
Editor, freelance: Stephen Dunne
Director, Novemba: Oliver Clark
Director, Novemba: Blair Macdonald