Serviceplan’s campaign for the German supermarket features a gruelling metaphorical journey
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 www.penny.de/versoehnung. It will start on 9th November.
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:Plan.Net Campaign
Media Agency:OMD Germany
Executive Producer:Moritz Merkel
Post Production Supervisor:Steffen Röthinger
Production Service Company:Radioactive Film
Edit Company:Froschhammer Film
Post Production / VFX
Post Production Company:Katalyst Berlin Creative Services
Audio Director:Wenke Kleine-Benne
Sound Design:nhb studios Berlin
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