Serviceplan Campaign Munich’s emotional film, The Wish, for supermarket chain, Penny, won four gold awards at the German Advertising Film Awards on March 25 in a ceremony at Kampnagel in Hamburg.
Der Wunsch (The Wish) was the big winner of the competition, which is regarded as the German advertising industry’s equivalent of the Oscars. It won gold in the Best Web film, Media Prize, Best Camera and Best Script categories.
“What do you really want for Christmas?” To her teenage son’s casual question, a mother in the Penny Christmas film has an unexpected response. She wishes him, after almost two years of the pandemic, his youth back – with everything that goes with it.
The film was directed by Marcus Ibanez (Iconoclast Germany) and launched in November 2021, when lockdowns were spread throughout the world. Penny highlights the social consequences of the Covid-19 pandemic for young people. The film gained four million organic views on YouTube within a week of launching, and now has more than 17.3 million views.
Alexander Schill, global chief creative officer, Serviceplan Group commented, “What an honour for Penny’s The Wish to be recognised by the Deutsche Werbefimakademie with four gold awards. The film really struck a chord with viewers in Germany and around the world, because of the way it so sensitively treats the effect the Covid-19 pandemic had on young people. This is proof that great craft and a sensitive narrative can transcend advertising and stir the emotions.”
The trophy of the German Advertising Film Award is known as Hatto, in honour of Hatto Kurtenbach, founder of the former event, vdw award.
