PENNY · Germany · 2026Social · PR Stunts
Sheep Happens.
PENNY turns an unexpected flock of sheep in a store into an ongoing social story.
- Brand
- PENNY
- Market
- Germany
- Region
- Global
- Year
- 2026
Campaign images
The challenge
The retailer needed to respond quickly when an unusual incident at its Burgsinn store attracted public attention.
The idea
The agencies extended the moment through social posts, creator activity and a music video. Community participation and a temporary store renaming gave the original footage a continuing role in the brand's communications.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- PENNY
- Production Company
- Serviceplan Make; RadicalMedia
- Editing
- OkayStudio; Astral KREATIV
- Sound
- Hastings Audio Network; HOOKED Music
- Chief Creative Officer
- Matthias Harbeck
- Creative Director
- Oliver Ramm; Petra Schotten
