IMAGINE IF EVERYONE DID THAT

TitleIMAGINE IF EVERYONE DID THAT
BrandPENNY
Product/ServicePENNY
Category G07. Corporate Purpose & Social Responsibility
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production NEVEREST München, GERMANY
Production 2 GLASSWORKS Amsterdam, THE NETHERLANDS
Production 3 HASTINGS MUSIC Hamburg, GERMANY
Production 4 2WEI MUSIC Hamburg, GERMANY
Additional Company REWE DIGITAL Cologne, GERMANY
Additional Company 2 SPARK MARKETING ENTERTAINMENT Hamburg, GERMANY
Credits
Name Company Position
Alex Schill SERVICEPLAN GROUP Global Chief Creative Officer
Matthias Harbeck SERVICEPLAN GROUP Chief Creative Officer Germany
Christoph Everke SERVICEPLAN GERMANY Executive Creative Director
Moritz Dornig SERVICEPLAN GERMANY Creative Director
Matthias Schuster SERVICEPLAN GERMANY Creative Director
Elena Sorokova SERVICEPLAN GERMAN Art Director
Nedim Aktas SERVICEPLAN GERMANY Copywriter
Katharina King SERVICEPLAN GERMANY Junior Copywriter
Alessia Coschignano SERVICEPLAN GERMANY Senior Copywriter & Concepter
Julia Leibetseder SERVICEPLAN GERMANY Account Manager
Aisha Blackwell NEVEREST Executive Producer
Sabina Günther NEVEREST Junior Producer
Rüdiger Kaltenhäuser Glassworks Amsterdam Director / Head of 3D
Darren MacphersoN Glassworks Amsterdam Director / 3D Lead
Kyle Obley Glassworks Amsterdam Director / Head of 2D
Hugo Rodriguez Glassworks Amsterdam Director / Art Director
Alexis da Camara Glassworks Amsterdam Compositing Artist
Ruben Llusia Glassworks Amsterdam Compositing Artist
Leonardo Grassi Glassworks Amsterdam 2D Assist
Jef Fleurkens Glassworks Amsterdam 3D Artist
Callum Austin Glassworks Amsterdam 3D Artist
Marco Rossi Glassworks Amsterdam 3D Artist
Matthjis Joor Glassworks Amsterdam 3D Artist
Abner Marin Glassworks Amsterdam 3D Artist
Kornel Makarovicz Glassworks Amsterdam 3D Artist
Vladimir Venkov Glassworks Amsterdam 3D Artist
Clara Simoné Glassworks Amsterdam 3D Artist
Līna Ozoliņa Glassworks Amsterdam 3D Artist
Dan Barker Glassworks Amsterdam 3D Artist
Ignacio Santalla Martín Glassworks Amsterdam 3D Artist
Roberto Pita Glassworks Amsterdam 3D Artist
Luis Trebino Glassworks Amsterdam 3D Artist
Norbert Kiehne Glassworks Amsterdam 3D Artist
Andre De Villers Glassworks Amsterdam 3D Artist
Scott Harris Glassworks Amsterdam Colourist
Luke Osborne Glassworks Amsterdam Colourist Assist
Andrew Kidd Glassworks Amsterdam MCR
Ben Putland Glassworks Amsterdam Editor
Anya Kruzmetra Glassworks Amsterdam COO
Chris Kiser Glassworks Amsterdam Executive Producer
Belen Palos Glassworks Amsterdam Head of Production
Rebecca Johnson Glassworks Amsterdam Producer
Katie Liston Glassworks Amsterdam Post Coordinator
Patrick Armstrong Glassworks Amsterdam Production Assistant
Matthias Bauss Spark Marketing Entertainment Music Research & Negotiations
Kathrin Heinemann Spark Marketing Entertainment Music Research & Negotiations

Write a short summary of what happens in the film

Our young main character Felix isn’t looking for trouble. He just wants to make his environment more beautiful and share his happiness with others. Meanwhile, he gets told off by people with this well-known mostly negative used sentence: Imagine if everyone did that. Felix is convinced, that if everyone did something good, the world would be a better place – with his childish naivety of taking things literally he inspires all of us. Additionally, we brought our message to our stores: Penny sold the same chocolate figure from the movie in stores and gave the entire proceeds from the sales to the Homeless Aid of the German Red Cross. Doing good was never easier, nor sweeter. Imagine if everyone did that.

Please tell us how the brand purpose inspired the work

German discount store PENNY stands for a close connection to its customers. PENNY sees itself as part of the neighborhood. That is why PENNY is so invested in how its neighbors, the customers, feel. PENNY is there for everyone, no matter where and how they live. In order to that PENNY could not just stand by when its neighbors were in deep trouble. 2020 was tough for each and every one of us. Unfortunately, some people, who suffered the most during this crisis, often got forgotten: the homeless. With our Christmas campaign we shared our communal core brand values and mobilized people all over Germany to be more compassionate towards each other and especially to those in need: Just with one simple sentence “Imagine if everyone did that.” we reminded everyone how important solidarity is, how easy it comes and that every gesture counts. Especially in tough