German discount grocery chain, Penny, has become known for its thought-provoking Christmas stories. Known for addressing significant societal issues, this year’s campaign, created by Serviceplan Neo, is no exception.
The 2024 campaign, Wonderful World brings the company’s Förderpenny initiative into focus. Förderpenny has supported over 300,000 children and young people and 2,400 clubs since its inception in 2015, contributing more than €6 million in donations and prizes. Penny has dedicated this year’s campaign entirely to celebrating the initiative and its contributors – volunteers, club members, and customers who round up their purchases to the nearest ten cents (‘Stimmt-so’), and have turned Förderpenny into a meaningful success story for young people across Germany.
The campaign’s hero commercial (a 60-second and 150-second version) take viewers into the everyday lives of selected Förderpenny-supported clubs. Scenes include a children’s orchestra before rehearsal, a child with cancer and their volunteer caregiver, a boy returning to football training, a scout group, and a dance class for individuals with Down syndrome. These heartfelt moments are set to a newly composed version of Louis Armstrong’s classic, What a Wonderful World.
“Our Förderpenny campaign is a heartfelt thank-you to everyone who makes this initiative possible,” stated Stefan Görgens, COO of Penny Germany. “This includes our customers who round up their purchases, as well as the volunteers and club members who dedicate themselves daily to making the world a better, more humane place. As a token of our appreciation, Penny will double all Stimmt-so donations from December 2 to December 31.”
Christoph Everke, creative managing director at Serviceplan Neo, added, “To make the vital work of the Förderpenny initiative not only visible but tangible, we focused on authentic storytelling, portraying real-life situations of actual members. With 60- and 150-second formats, we’ve given these incredible stories the space they deserve.”
The 60-second film is being broadcast nationwide on TV and online platforms. The 150-second version will be shown in cinemas, on YouTube, and here. Additional communication channels include the 2,130 PENNY stores across Germany and its in-store radio.
Credits:
Client: Penny
Chief Marketing Officer: Dr Jan Flemming
Head Of Brand Marketing: Werner Hesse-Quack
Brand Manager: Marcel Otten
Marketing Manager: Silke Winter
Chief Operating Officer: Dr Stefan Görgens
Creative Agency: Serviceplan Germany
Chief Creative Officers: Alex Schill & Till Diestel
Managing Partners: Christoph Everke & Michael Jaeger
Executive Creative Director; Moritz Dorning
Creative Director: Matthäus Frost
Copywriters: Pauline Sawatzki & Miriam Schmidt
Art Directors: Agnes Motz & Lucas Mill
Account Manager: Alessia Scheffler
Head of Production: Aisha Blackwell
Media: Rewe Digital & OMD Media
Production Company: Akkurat Studios
Managing Director: Tim Augustin
Producers: Christoph Regendorp & Marc Fischer
Coordinator: Isabelle Waschek
Production Assistant: Joon Sander
Director: novemba
Post Production: Black Kite Studios
Colour Grading: Richard Fearon
Editing: Serviceplan Make
Music & Sound: Supreme Music
Music: Florian Lakenmacher
