January is the time when people have all sorts of resolutions in their heads. Very many of those are about getting healthier. This January, German supermarket chain, Penny, and its agency, Serviceplan, are ready and able to accommodate health goals with Penny’s wellbeing private label, Naturgut, and a new campaign that features new brand ambassador, music artist, Nena. Nena became a global star in the ‘90s with her hit song, 99 Red Balloons. Penny has been developing its Naturgut range of organic, regional and vegetarian and vegan products since 2014.

The new campaign is led by the motto, Naturally for everyone, and a TVC that turns an urban environment into an idyllic market garden – with a sprinkling of intriguingly surreal twists as Nena leads a crowd of health-conscious people through its streets.

“Today it is no longer enough to just offer low prices,” stated Stefan Magel, chief operations officer, Penny. “Our customers expect us, as a discount store, to offer modern product ranges and natural foods as far as possible. With our own brand Naturgut, we have therefore created an umbrella under which we summarise current nutrition trends. With the new campaign, we want to make Naturgut even more present. In Nena, we have now found an authentic ambassador with whom we share a broad basis of values. We put a lot of heart and soul into the elaborate and multi-media campaign.”

Nena, who lives in Hamburg, is known for her sustainable and conscious lifestyle and has been a vegetarian for many years.

Christoph Everke, creative managing director of Serviceplan Campaign, explained, “The scenes are accompanied by music from the programmatically titled song, It’s a fine day, which was impressively transformed into a contemporary arrangement with symphony orchestra and choirs. The focus is on Nena, who herself becomes part of the movement.”

Nena commented, “I decided to collaborate with Naturgut because natural and healthy foods should be accessible to all people. More and more people today want to live consciously and eat well. We can achieve real change if everyone has the opportunity to participate and everyone starts with themselves.”

The core film is running on TV and online, supporting the campaign website, where one enters the campaign world and can discover the Naturgut products as well as valuable information for healthy nutrition. The site will be regularly updated with Nena-related content throughout the campaign period. The page also features the longest version of the film (96 seconds).

The film is supported with print (consumer magazines), point of sale, OOH and radio advertising.

Credits

 Lead Agency: Serviceplan Campaign
Executive Creative Director: Christoph Everke
Creative Directors: Marie Sophie Legat & Henrik Pfeiffer
Junior Copywriters: Laura Marie Giauque & Hendrik Haupt
Junior Art Director: Neville Pinsker

Trainee Art: Hoang Phuc Nguyen
Account Management: Fabian Kleinmann, Franziska Markota, Natalie Schmidt, Nathalie Dröge, Alexander Mankel & Melanie Gensert
FFF Producer @Neverest: Jochen Hirt, Alexandra Junginger

Art Buying: Jennifer Schulz

Digital Agency: Plan.Net Campaign
Executive Creative Director: Michael Reill
Senior Copywriter: Marc Hermann Hofmann
Senior Art Director: Andreas Weixler
Junior Art Directors: Alexander Kneifel & Sarah Reiter
Trainee Art: Philipp Elsner
Account Management: Christoph Siebers & Franziska Borgwald

Production Company: Tony Petersen Film
Director: Martin Aamund
Director of Photography: Julian Hohndorf

Executive Producer: Volker Steinmetz
Line Producer: Matthias Kraft

Production Designer & Art Director: Tommy Stark

1^st AD: Jim Cole
Service Production: emote, Belgrade
Postproduction/ VFX: liga01
VFX Supervisor: Florian Dehmel (liga01), Felix Laser (liga01)
Postproduction & Grading: ARRI, Berlin
Colourist: Philipp Orgassa
Editor: Sören Görth

Director of Sound: Thomas Martin
Music Production: Sizzer
Music Stylist: Jesper Gadeberg
Sound Mix: m-sound studios
Audio Engineer: Robert Miller