PENNY / Germany / 2021Film
The Wish.
Discount supermarket PENNY's Christmas film had a mother tell her teenage son that what she really wants is to give him back the youth the pandemic took.
- Brand
- PENNY
- Agency
- Serviceplan Munich
- Market
- Germany
- Region
- Global
- Year
- 2021
The challenge
After almost two years of the pandemic, PENNY felt that children and young people had been overlooked, along with everything they had missed.
The idea
Asked what she wants for Christmas, the mother wishes her son his youth back, and the film shows what that would have looked like. Marcus Ibanez directed for Iconoclast Germany, and lead actor Julius Gause sings a new version of Bon Jovi's "It's My Life" over the ending. It launched on 11 November 2021.
Case study source: LLLLITL Source ↗
Awards
- Cannes Lions 2022Film – A05 RETAILSilver
- Cannes Lions 2022Film Craft – A07 USE OF LICENSED / ADAPTED MUSICGold
- Cannes Lions 2022Film Craft – A02 SCRIPTGold
- Cannes Lions 2022Film Craft – A05 CINEMATOGRAPHYGold
- Cannes Lions 2022Film Craft – A01 DIRECTIONGrand Prix
Credits
- Creative agency
- Serviceplan Munich
- Production
- Iconoclast Germany
- Post-production
- Slaughterhouse - Visual Manufacturing
- Post-production
- Company 3 New York
- Additional company
- Red Pipe Studios
- Additional company
- Supreme Music
- Media agency
- REWE Digital
- Media agency
- OMD Media
- Additional company
- Spark Marketing Entertainment
- Additional company
- Bloomcasting
- Senior Marketing Manager, PENNY
- Alev Borjans
- Marketing Manager, PENNY
- Marcus Haus
- Campaign Manager, PENNY
- Thomas Raupach
- Campaign Manager, PENNY
- Werner Hesse-Quack
- Global Chief Creative Officer, Serviceplan
- Alex Schill
- Chief Creative Officer, Serviceplan
- Matthias Harbeck
- Executive Creative Director, Serviceplan
- Christoph Everke
- Executive Creative Director, Serviceplan
- Alexander Nagel
- Creative Director, Serviceplan
- Matthias Schuster
- Creative Director, Serviceplan
- Moritz Dornig
- Senior Copywriter, Serviceplan
- Alessia Coschignano
- Senior Art Director, Serviceplan
- Rebecca Labiner
- Junior Copywriter, Serviceplan
- Katharina King
- Junior Copywriter and Junior Art Director, Serviceplan
- Elvira Breit
- Agency Executive Producer, Serviceplan
- Aisha Blackwell
- Senior Account Manager, Serviceplan
- Julia Leibetseder
- Chief Operating Officer
- Stefan Magel
- Managing Director
- Kathrin Heinemann
- Managing Partner
- Matthias Bauss
- Director, Iconoclast Germany
- Marcus Ibanez
- Director of Photography
- Paul Özgür
- Executive Producer, Iconoclast Germany
- Tim Augustin
- Post Producer
- Leonidas Befeldt
- Production Coordinator
- Flora Mariott
- Editor
- Nikolaus Kohler
- Production Designer
- Tiiu-Ann Pello
- Colourist
- Sofie Borup
- Casting Director
- Julia Todorow
- Stylist
- Larissa Bechtold
- Sound Designer, Red Pipe Studios
- Lotta Wirma
- Lead Actor
- Julius Gause
