There is always at least one antidote to the sweetness and light adland showers on the world at Christmas. This year, the sombre side of Christmas comes from Serviceplan Campaign, with help from Serviceplan’s digital agency, Plan.Net, and Stink director, Chiara Graymayr, for German discount supermarket chain, Penny Market.
And it’s exceptionally good.
It’s the story of a mum’s journey to reconcile with her daughter. The journey is a metaphor for the psychological obstacle of family reconciliations – the mother trudges through snow, falls into an ice-covered lake, treks through a wolf-infested forest and jumps off a cliff to give her daughter a Christmas gift- the eiderdown she left behind when she moved out in anger.
Stefan Magel, chief operating officer of Panny, explained the idea behind the campaign, “We don’t just want to provide the neighbourhood with fresh food, we also want to do our bit for the local community at Christmas in 2017. With our campaign, we want to encourage people to come together again. Because Christmas is the time, to reconcile.”
Christoph Everke, managing director creation at Serviceplan Campaign, added, “With this year’s Christmas campaign, Penny is showing how important it is to not just communicate but also to fully cover a topic, in detail. Penny is aiming for real closeness and is creating it in a very emotional and lasting way.”
The campaign film is supported by giant posters and digital OOH advertising media in more than ten major German cities, as well as print ads in the Bild am Sonntag newspaper, which call for reconciliation. A contest has also been launched in which participants can enter to win a personal reconciliation gift.
Credits:
Creative agency: Serviceplan Campaign
Global Chief Creative Officer: Alexander Schill
Creative Managing Partner Germany: Matthias Harbeck
Executive Creative Director: Christoph Everke
Executive Producer: Aisha Blackwell
Senior Text: Henrik Pfeiffer
Senior Art Director: Marie Sophie Legat
Account Director: Fabian Kleinmann
Account Manager: Frederike Enk
Film Production company: Stink
Director: Chiara Grabmayr
Executive Producer: Moritz Merkel
Producer: Isabel Kast
Post Production Supervisor: Steffen Röthinger
Director of Photography: Danny Hiele
Media Agency: OMD Germany
Digital Agency: Plan.Net Campaign
Sound Design & Music Company: nhb studios Berlin
Head of Audio Department: Wenke Kleine-Benne
Editing company: Froschhammer Film
Editor: Toni Froschhammer @ Froschhammer Film
Service Producer: Ole Yakovleva @ Radioactive Film
Post-Production: Katalyst Berlin Creative Services
Music Composer: Robert Henke, Audioforce
