Title	CHRISTMAS DOESN'T NEED MUCH. ONLY LOVE.
Brand	PENNY-MARKT GMBH
Product/Service	PENNY
Category	A10. Animation
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
Media Placement	REWE DIGITAL Cologne, GERMANY
Production	SERVICEPLAN GERMANY Munich, GERMANY
Production 2	GLASSWORKS Amsterdam, THE NETHERLANDS
Production 3	E+P FILMS Munich, GERMANY
Production 4	NEVEREST München, GERMANY
Additional Company	PARASOL ISLAND Düsseldorf, GERMANY
Additional Company 2	PLAN.NET Munich, GERMANY

Name	Company	Position
Alexander Schill	SERVICEPLAN GERMANY	Global Chief Creative Officer
Christoph Everke	SERVICEPLAN GERMANY	Executive Creative Director
Fabian Kleinmann	SERVICEPLAN GERMANY	Management Supervisor
Frederike Enk	SERVICEPLAN GERMANY	Senior Account Manager
Moritz Dornig	SERVICEPLAN GERMANY	Creative Director
Matthias Schuster	SERVICEPLAN GERMANY	Creative Director
Alessia Coschignano	SERVICEPLAN GERMANY	Copywriter
Rebecca Labiner	SERVICEPLAN GERMANY	Art Director
Julia Leibetseder	SERVICEPLAN GERMANY	Junior Account Manager
Henrik Pfeiffer	SERVICEPLAN GERMANY	Creative Director
Iasonas Baliamis	SERVICEPLAN GERMANY	Trainee Copywriter
Jochen Hirt	NEVEREST	Senior FFF Producer
Michael Reill	PLAN.NET	Executive Creative Director
Nadège Jaussi	PLAN.NET	Account Manager
Marc Hermann Hofmann	PLAN.NET	Senior Text
Franziska Borgwald	PLAN.NET	Junior Account Manager
Andreas Weixler	PLAN.NET	Senior Art Director
Rüdiger Kaltenhaeuser	Glassworks Ltd.	Creative Director
Darren Macpherson	Glassworks Ltd.	Lead 3D Artist / VFX Supervisor
Hugo Rodriguez Rodriguez	Glassworks Ltd.	Art Director / 2D Artist
Matias Zadicoff	Glassworks Ltd.	Modeller / Character Styling
Esteban Pedrozo	Glassworks Ltd.	Modeller / Character Styling
Jose Manul	Glassworks Ltd.	Modeller / Character Styling
Kyle Obley	Glassworks Ltd.	Lead 2D Artist
Anya Kruzmetra	Glassworks Ltd.	Chief Operating Officer
Ariella Amrami	Glassworks Ltd.	Senior Producer
Andy Farago	Glassworks Ltd.	Production Designer
Jef Fleurkens	Glassworks Ltd.	Tracking Camera / Animator

Write a short summary of what happens in the film

Christmas doesn’t need much. Only love. Lovingly handcrafted, our film tells the story of a single mother and her son. Although she doesn't have much money, she manages to prepare a wonderful Christmas gift for her son – only using her creativity and love. The film, which was partly shot real and partly 3D-animated, reached 22 million views, but more importantly hit people right at the heart.

Cultural / Context information for the jury

According to the Federal Statistical Office, 19.7% of the people in Germany are affected by poverty. Among children it goes up to 21 %. As a discounter, PENNY knows how difficult the conditions can be for someone who has to feed an entire family from low budget. Nearly half (44 %) of PENNYs customers have to count every cent. We know the living conditions of our customers and did not want to put more pressure on them at Christmas. Instead, we reminded them of something they already have. The most valuable gift ever: love.

Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.

Just like the story itself, also the visual execution for the film should be lovingly handcrafted and full of love. Therefore, the film was partly shot real, partly 3D animated. While all sets were built in miniature, the characters were first drawn, then animated in 3D. Within this elaborate mixed media production, we went into every single detail: Seven miniature sets were lovingly handcrafted. Each ice flow was individually sculpted, poured into coloured resin to achieve the ice blue luminosity. Six characters were digitally brought to life – from the fur of the polar bear to individual freckles of the boy. By letting the two worlds intertwine seamlessly, we created a unique look that embodies the endless love of a mother perfectly.