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A Mother Battles The Elements for Reconciliation in Penny's Emotive Christmas Ad

Serviceplan’s campaign for the German supermarket features a gruelling metaphorical journey

A Mother Battles The Elements for Reconciliation in Penny's Emotive Christmas Ad

German supermarket Penny has launched a Christmas campaign entitled ‘Christmas. Time to Reconcile’. Created by Serviceplan Campaign, the central point of the campaign is a film directed by Stink’s Chiara Graymayr.

It reflects Penny’s wish to act as a local supplier whilst providing support to the community. Stefan Magel, COO of the supermarket chain, says: “We don’t just want to provide the neighbourhood with fresh food, we also want to do our bit for the local community at Christmas in 2017. With our campaign, we want to encourage people to come together again. Because Christmas is the time, to reconcile.” 

The concept of the film is that a mother overcomes a psychological obstacle to reconcile with her daughter after an argument. Rather than a physical path, the film features her on a metaphorical journey through snow, ice and a menacing forest to reconnect with her daughter at Christmas. 

Christoph Everke, Managing Director Creation at Serviceplan Campaign, adds: “With this year’s Christmas campaign, Penny is showing how important it is to not just communicate but also to fully cover a topic, in detail. Penny is aiming for real closeness and is creating it in a very emotional and lasting way.” 

In addition to the Serviceplan Campaign team, which was headed by Managing Director Christoph Everke and Michael Jaeger (Consultancy), Plan.Net – which is also part of the Serviceplan Group – is also responsible for implementing the campaign. 

It’s rounded off by giant posters and digital out-of-home advertising media in more than ten major German cities, as well as in the form of ads in the “Bild am Sonntag” newspaper where there are also messages calling for reconciliation. In addition to this, a contest is has also been launched in which participants can enter to win a personal reconciliation gift. The campaign platform is can be seen at It will start on 9th November.
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Brand: Penny

Creative Agency

Creative Agency: Serviceplan

Executive Creative Director: Christoph Everke

Chief Creative Officer: Matthias Harbeck (Germany)

Executive Producer: Aisha Blackwell

Senior Copywriter: Henrik Pfeiffer

Senior Art Director: Marie Sophie Legat

Global Chief Creative Officer: Alexander Schill

Account manager: Frederike Enk

Digital Agency

Digital Agency: Plan.Net Campaign

Media Agency

Media Agency: OMD Germany

Production Company

Production Company: Stink

Executive Producer: Moritz Merkel

Director: Chiara Graymayr

DOP: Danny Hiele

Producer: Isabel Kast

Post Production Supervisor: Steffen Röthinger

Production Service

Production Service Company: Radioactive Film

Producer: Ole Yakovleva


Edit Company: Froschhammer Film

Editor: Toni Froschhammer

Post Production / VFX

Post Production Company: Katalyst Berlin Creative Services


Music Supervision: Audioforce

Composer: Robert Henke

Audio Director: Wenke Kleine-Benne

Sound Design: nhb studios Berlin

Category: Retail and restaurants , Retail stores

Genre: Digital , People , Scenic , Storytelling , Stunts , Visual VFX