1: MOVING IMAGE (TV or Cinema Commercial over 60 seconds)


Imagine if everyone did that - PENNY
PENNY

Silver
Title of Entry: | Imagine if everyone did that |
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Brand: | PENNY |
Product/Service: | PENNY |
Client: | PENNY |
Entrant Company: | SERVICEPLAN GERMANY |
Creative Team: | Global Chief Creative Officer: Alex Schill Chief Creative Officer Germany: Matthias Harbeck Executive Creative Director: Christoph Everke Creative Director: Moritz Dornig & Matthias Schuster Art Director: Elena Sorokova Copywriter: Nedim Aktas Junior Copywriter: Katharina King Senior Copywriter & Concepter: Alessia Coschignano Account Manager: Julia Leibetseder Executive Producer: Aisha Blackwell Junior Producer: Sabina Günther Director / Head of 3D: Rüdiger Kaltenhäuser Director / 3D Lead: Darren Macpherson Director / Head of 2D: Kyle Obley Director / Art Director: Hugo Rodriguez Rodriguez Compositing Artist: Alexis da Camara & Ruben Llusia 2D Assist: Leonardo Grassi 3D Artist: Jef Fleurkens, Callum Austin, Marco Rossi, Matthjis Joor, Abner Marin. Kornel Makarovicz. Vladimir Venkov Clara Simoné, Līna Ozoliņa, Dan Barker, Ignacio Santalla Martín, Roberto Pita, Luis Trebino, Norbert Kiehne, Andre De Villers Colourist: Scott Harris Colour Assist: Luke Osborne MCR: Andrew Kidd Editor: Ben Putland COO: Anya Kruzmetra Executive Producer: Chris Kiser Head of Production: Belen Palos Producer: Rebecca Johnson Post Coordinator: Katie Liston Production Assistant: Patrick Armstrong Music Research & Negotiations: Matthias Bauss & Kathrin Heinemann |
Other Credits: | Film Production: Glassworks Amsterdam Ltd Additional Film Production: NEVEREST Recording Studio: HASTINGS Music Music Company: 2WEI Music Media Agency: REWE Digital Music & Entertainment Consultancy: Spark Hamburg & London |
Sector: | 01: CONSUMER PRODUCT OR SERVICE |
Notes: | BRIEF: German discount store PENNY stands for a close connection to their customers. PENNY asked us for a Christmas campaign from the initial idea to the final execution, that expresses and spreads solidarity. 2020 was tough for each and every one of us. But some people, who suffered the most during this crisis, often get forgotten: the homeless. That’s why we did not only want to touch people, but to make a change. IDEA: We sparked the community spirit with a unique story and a timeless message: Imagine if everyone did that. Normally this sentence means no good. But we believe, if everyone did something good, even though it is just a small gesture, it would be Christmas for everyone. This is how we turned a negative and quite popular phrase into a plea for more kindness and compassion towards others. EXECUTION: In our online film our main character Felix isn’t looking for trouble. He just wants to make his environment more beautiful and share his happiness with others. Meanwhile he gets told off by people with exactly that phrase. But Felix is convinced, that if everyone did something good, the world would be a better place – with that he inspires all of us. Therefore we brought this message to our stores: People were able to buy the same chocolate figure from the film, while PENNY gave the entire proceeds from the sale to the Homeless Aid of the German Red Cross. Doing good was never easier nor sweeter. And imagine if we all do good, then it is Christmas for everyone. PENNY donated 524.000 € to the German Red Cross and our film was the most viewed Christmas film worldwide with 39 Mio. views and 137 Mio. impressions. |