CHRISTMAS DOESN'T NEED MUCH. ONLY LOVE.
| Title | CHRISTMAS DOESN'T NEED MUCH. ONLY LOVE. |
| Brand | PENNY-MARKT GMBH |
| Product/Service | PENNY |
| Category |
B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement
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REWE DIGITAL Cologne, GERMANY
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Production
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SERVICEPLAN GERMANY Munich, GERMANY
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Production 2
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GLASSWORKS Amsterdam, THE NETHERLANDS
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Production 3
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E+P FILMS Munich, GERMANY
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Production 4
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NEVEREST München, GERMANY
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Additional Company
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PARASOL ISLAND Düsseldorf, GERMANY
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Additional Company 2
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PLAN.NET Munich, GERMANY
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Credits
| 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
Although Christmas is the festival of love, it’s often about expensive gifts that many cannot afford: According to the Federal Statistical Office, 19.7 % of the people in Germany are affected by poverty. Among our customers, 44 % 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.
Cultural / Context information for the jury
German discount store PENNY stands for a close connection to their customers. They asked us for a Christmas campaign from the initial idea to the final execution, that expresses the understanding of our customer’s needs and living conditions.
With our social video, we did not want to sell products at Christmas – just like all the others. We aimed to strengthen the connection to our community and stand out with a message that really matters.
On top of the film, we turned our message into reality and fulfilled children’s biggest wishes. Further online films documented the heart-warming surprises. Our campaign became the most successful one in the history on PENNY: 22 million views on the film with 14, 3 % organic reach, 32 million views including the documentaries, 343k interactions and 93 million impressions prove that our message hit people right at heart.