ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Advertising

The Wish

Agency SERVICEPLAN GERMANY / Munich

Client PENNY

Category

Television / Film / Online Video / Film - Single

Annual ID

ADC101_ADV029S

About the Work

Situation: Young adults were among those who suffered the most during the pandemic – especially in Germany. Faced with two years of repeated homeschooling, contact restrictions and long periods of on and off lockdowns, they missed out on so many significant experiences of growing up. As a food supplier, PENNY is close to the everyday lives of its customers and wanted everyone to finally acknowledge the difficulties experienced by young people. Idea: A Christmas wish becomes a plea for youth. In our film, a teenager asks his mother what she wants for Christmas. Her unusual answer reveals what an entire generation has been missing for two years: "I just wish you'd get your youth back”. Solution: An intimate chamber play turns into a roller coaster ride of emotions at the very scene of the pandemic: a family’s home. The monologue, the cinematic look and the reinterpretation of Bon Jovi's "It's my life" take us from youthful highs to the deep pain of first heartbreak. In just four minutes, the film tells an entire coming of age drama and filled entire movie theaters with goosebumps. The film sparked a nationwide discussion about the lost youth of an entire generation.

2022 Awards

Total Points: 21

Credits

Agency

SERVICEPLAN GERMANY / Munich

Music / Sound Production Company

Supreme Music / Hamburg

Post Production Company

SLAUGHTERHOUSE – VISUAL MANUFACTURING / Berlin

Media Agency

REWE Digital / OMD Media / Köln

Creative Director

Matthias Schuster
Moritz Dornig

Director

Marcus Ibanez

Director of Photography

Paul Ozgur

Executive Creative Director

Alexander Nagel
Christoph Everke

Executive Producer

Aisha Blackwell
Tim Augustin

Casting Director

Julia Todorow

Colorist

Sofie Borup

Global Chief Creative Officer

Alex Schill

Senior Art Director

Rebecca Labiner

Sound Design

Red Pipe Studios / Stockholm

Stylist

Larissa Bechtold

Cast

Bloomcasting / Berlin

Chief Creative Officer Germany

Matthias Harbeck

COO

Stefan Magel

Digital Campaign Management

Thomas Raupach

Division Manager Campaign Management

Werner Hesse-Quack

Division Manager Marketing

Marcus Haus

Film Production Company

ICONOCLAST GERMANY / Berlin

Grading

Company 3 / New York

Junior Art Director

Elvira Breit

Junior Copywriter

Katharina King

Music & Entertainment Consultancy

Spark Marketing Entertainment / Hamburg

Music Research & Negotiation

Kathrin Heinemann
Matthias Bauss

Post Producer

Leonidas Befeldt

Production Coordinator

Flora Mariott

Production Designer

Tiiu-Ann Pello

Senior Account Manager

Julia Leibetseder

Senior Copywriter & Concept

Alessia Coschignano

Senior Marketing Manager

Alev Borjans

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