Three kids playing in the snow. Well, that’s what seems to be happening in this film until you see the first close-up. This Christmas, department store chain, Penny, and Serviceplan Campaign are inviting adults to revisit their childhood. Christmas is for Children: So for all of us – what a wonderful message to give the world.
Please note too: An ad that shows older people how they feel they should be seen in ads. Kudos, Serviceplan. Kudos!!
Small wonder that the film has struck a chord with the public and already has more than 10 million views.
https://youtu.be/pJ8f5plLbiw
This strikingly different, heart-warming film, edited by Mischa Meyer, is Penny’s first international campaign. It launched in Germany on Friday, November 8, and will air in Austria, Czech Republic, Italy, Romania and Hungary. It was shot by director, Stuart McIntyre, to the soundtrack of Alphaville’s Forever Young, reinterpreted by We Are Walker, with the voice of a child, to complement the film’s theme.
Behind the film is the desire by Penny and Serviceplan Campaign to find reassurance in the current climate of political, economic and environmental uncertainty in Germany and globally. The partners wanted to create a Christmas campaign that would provide some relief from the problems of contemporary society, hoping to make this Christmas a time for people to return to a more naïve and positive outlook on life – in the same way children do.
The film is supported with print motifs on Penny’s own media channels and The Penny Instagram account will also feature the #KindBleibenChallenge in which Penny, together with influencers, call on adults to be children again for a moment. The three Challenge winners can look forward to a trip to Disneyland.
Christoph Everke, creative managing director of Serviceplan Campaign, commented, “Not all of us are parents. But we are all children. Sometimes we seem to forget that. The film and the song, Forever Young, are intended to give people the opportunity to reflect on their childhood.”
Stefan Magel, divisional director trading Germany, REWE Group and chief operating officer of Penny, added, “As a discount store at the heart of people’s lives, it is important to us to give something back to our customers. Christmas makes it easy for us to feel the anticipation and childlike excitement. Being able to be a child again is a gift to which we all share the message: ‘Christmas is for children. So for all of us.”
Credits:
Agency: Campaign Serviceplan
Managing Director: Christoph Everke
Creative Directors: Matthias Schuster, Moritz Dornig & Laura Müller Rossbach
Senior Copywriter: Alessia Coschignano
Junior Art Director: Elena Sorokova
Junior Copywriter: Philipp Stremlau
Account Director: Marina Ludwig
Account Manager: Julia Leibetseder
Content Production Company: Neverst
Executive Producer: Aisha Blackwell
Senior Producer: Jochen Hirt
Production Assistants: Madeleine Benning & Mary Düsseldorf
Managing Director: Babette Kemper
Strategy & Editing: Kathleen Kleibrink
Production Company: Anorak Film
Director: Stuart McIntyre
DOP: Mátyás Erdély
Executive Producer: Christoph Petzenhauser
Producers: Bjoern Krueger/Levy & Christoph Petzenhauser
Editor: Mischa Meyer @ Spotwelders
Colourist: Wade Odlum @ Alterego Toronto
Sound Mix: Wenke Kleine-Benne @ NHB Berlin
Music: Walker, Los Angeles
