GIVE-BAG

ClientPENNY
Category A04. Retail, e-Commerce, Restaurants & Fast Food Chains
TitleGIVE-BAG
Product/ServicePENNY MEHRWEGTRAGETASCHE
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production NEVEREST München, GERMANY
Additional Company BAVARIA FILM INTERACTIVE Geiselgasteig, GERMANY
Additional Company 2 DESIGNSTUBE Hamburg, GERMANY
Additional Company 3 SASSERATH Berlin, GERMANY
Credits
Name Company Position
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Christoph Everke SERVICEPLAN GERMANY Executive Creative Director
Matthias Harbeck SERVICEPLAN GERMANY Executive Creative Director
Moritz Dornig SERVICEPLAN GERMANY Creative Director Copy
Daniele del Nero SERVICEPLAN GERMANY Art Director
Fabian Franz SERVICEPLAN GERMANY Art Director
Tsing Tsing Wu SERVICEPLAN GERMANY Illustration
Lukas Hohenberger SERVICEPLAN GERMANY Junior Account Manager
Robert Csakvari NEVEREST Artist VfX & Animation
Hendrik Sommerfeld Designstube Senior Motion Designer
Laura Giauque SERVICEPLAN GERMANY Text
Laura Giauque SERVICEPLAN GERMANY Text

The Campaign

The PENNY Give-Bag. The first shopping bag that is really reused, because it gives a discount with each purchase. The bag links for the first time customer request (“saving money”), company request (“sustainable management”) and social request (“social engagement”).

Creative Execution

Customers who buy a Give-Bag at PENNY save 10 Cents every time they bring their own bag. Each time it is reused, PENNY donates an additional 10 cents to local social organizations. And above all, we help protect precious natural resources.

Results

- 600,000 bags produced and completely sold out - 70,000 € total savings for our clients - The environment was spared over one million disposable bags – every week, 20,000 more disposable bags add to the bill! - The Give-Bag even became a topic in the German Parliament.

The Give-Bag is absolutely linked to PENNY and their sustainable aims. It is designed in the recognizable PENNY look and can only be bought at PENNY. And the clients save money each time they use the bag for their purchase at PENNY.

At the point of sale, in TV, in flyers, on posters and online we promoted the Give-Bag and gained our customers attention. The fact to save 10 Cents every time you shop at Penny touched the nerve of Penny customers. Saving the environment became a part of their everyday life.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.