CHRISTMAS DOESN'T NEED MUCH. ONLY LOVE.

Short List
ClientPENNY-MARKT GMBH
Category A10. Animation
TitleCHRISTMAS DOESN'T NEED MUCH. ONLY LOVE.
Product/ServicePENNY
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
Credits
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.