Last week, German food retailer, Penny, and its agency, Serviceplan Campaign, launched a campaign called #erstmalhelfen (#helpingfirst) to thank all colleagues working in its stores and in logistics.
Now the pair is focusing on the everyday life of families during the Coronavirus crisis lockdown. Spearheading its new social media campaign, #erstmalzuhause (#homefirst), is a film that shows everyday life during Covid-19 – from children’s point of view. Children see things differently from adults. This film must inspire and cheer you with its look “on the bright side” – surely: setting up a racetrack in the hallway, having more time for cuddles, lots of handwashing, parents working in the home office and adapting the family holiday.
The film was directed by Emilia Möbus and produced by Neverest.
Stefan Magel, divisional director trading Germany REWE Group and chief operations officer of Penny, stated, “It is not only our employees who are currently doing so much at the moment, but also families – many of whom we have as customers – are dealing with major, unexpected challenges in their everyday lives every day. We would like to show them with this campaign that they have our full respect for this.”
Christoph Everke, creative managing director of Serviceplan Campaign, added, “What is truly extraordinary about this film is the special, documentary closeness that is created by the great footage, but also by the children’s perspective on the parents’ situation.”
The spot will be played on Penny’s social media channels and, to support exchange with the community, will be accompanied by a content campaign on Instagram, in which followers are invited to post their own content showing them at home with their family, with the hashtag, #erstmalzuhause and the tag @pennydeutschland.
Penny is also launching several communication campaigns through the current crisis. These are all held together by the used hashtags, which are based on the Penny hashtag, #erstmalzupenny.
Credits:
Agency: Serviceplan
Executive Creative Director: Christoph Everke
Creative Directors: Moritz Dornig & Matthias Schuster
Senior Copywriter: Alessia Coschignano
Junior Copywriter: Katharina King
Junior Art Director: Johanna Köhler
Account Director: Frederike Striegel
Director: Emilia Möbius
Production Company: Neverest & Co.
Executive Producer Film Department: Aisha Blackwell
Production Assistant Film Department: Madeleine Benning
Content Media Company: Le Hof Media
Executive Production Officers: Jonas Lembeck & Philip Hofmann
DoP: Georg Nikolaus
Post Production: Heaven’s Floor
Post Producer: Maggy Fischer
Colourist: Georg Nikolaus
Sound & Music: Supreme Music, m-sound studios & Giesing-Team Tonproduktionen
