MUNICH, GERMANY — PENNY, the German discount grocery chain, has unveiled its traditional year-end campaign, continuing the legacy of impactful storytelling established by award-winning campaigns such as “The Kids,” “The Rift,” and “The Wish.” Known for addressing significant societal issues, this year’s campaign, created by Serviceplan Neo, is no exception.
The 2024 campaign, titled Wonderful World shines a spotlight on the Förderpenny initiative, which 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 10 cents (“Stimmt-so”). Together, they’ve turned Förderpenny into a meaningful success story for young people across Germany.
The campaign includes two films (60 and 150 seconds) that immerse viewers in 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.” While the world isn’t always wonderful, the efforts of Förderpenny clubs help make life brighter for many children and young people.
“Our Förderpenny campaign is a heartfelt thank-you to everyone who makes this initiative possible,” said 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 02 to December 31.”
The concept and implementation were handled by Serviceplan Neo. Christoph Everke, Creative Managing Director at Serviceplan Neo, explained: “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 will be broadcast nationwide on TV and online platforms starting December 01. The 150-second version will be shown in cinemas, on YouTube, and at foerderpenny.de. Additional communication channels include the 2,130 PENNY stores across Germany and their in-store radio. The films were directed by novemba and produced by AKKURAT, agency producing by Serviceplan MAKE.
Credits:
PENNY:
Dr. Jan Flemming – Chief Marketing Officer (CMO), PENNY
Werner Hesse-Quack – Head of Brand Marketing, PENNY
Marcel Otten – Lead Brand & Campaign Marketing, PENNY
Silke Winter – Senior Marketing Manager Brand & Campaign PENNY
Dr. Stefan Görgens – Chief Operations Officer (COO), PENNY
Serviceplan:
Alex Schill – Global Chief Creative Officer, Serviceplan Group
Till Diestel – Chief Creative Officer, Serviceplan Germany
Christoph Everke – Managing Partner, Serviceplan NEO
Michael Jaeger, Managing Partner, Serviceplan NEO
Moritz Dorning, Executive Creative Director, Serviceplan NEO
Matthäus Frost – Creative Director, Serviceplan NEO
Pauline Sawatzki, Senior Copywriter, Serviceplan NEO
Miriam Schmidt, Copywriter, Serviceplan NEO
Agnes Motz, Senior Art Director, Serviceplan NEO
Lucas Mill, Junior Art Director, Serviceplan NEO
Alessia Scheffler – Senior Account Manager, Serviceplan NEO
Aisha Blackwell, Head of Production Services Serviceplan Make
Production Company:
AKKURAT Studios GmbH
Tim Augustin, Managing Director
Christoph Regendorp, Producer
Marc Fischer, Post Producer
Isabelle Waschek, Production Coordinator
Joon Sander, Production Assistant
Editing Company: Serviceplan Make
Recording Studio: Supreme Music
Post-Production/Grading: Black Kite Studios
Richard Fearon – Grading, Black Kite
Sound Design, Music Company: Supreme Music
Florian Lakenmacher – Music
Media Agency: REWE Digital / OMD Media
Music & Entertainment Consultancy: Spark Marketing Entertainment GmbH
Others:
Dörthe Becker-Van Dort, Freelancer
David Foulkes – DOP Freelance
Lorena Maza – Stylist, Freelance
Karin Betzler – Art Director, Freelance
Julia Todorow – Casting Actors, Bloom Casting
Nana Rebhan – Casting Real People, Doku Casting
Stephen Dunne – Editor, Freelance
Oliver Clark – Director, Novemba
Blair Macdonald – Director, Novemba
