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.
Category
Craft in Motion / Film / Use of Music / Sound
Annual ID
ADC101_MOT036B
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. The reinterpretation of Bon Jovi's "It's my life" takes us from youthful highs to the bitterest heartbreak. The song carries the different moods and gives goosebumps. At the end, the son creates a change of perspective in the story with his pure and fragile singing, recognizing "It's my life. And it's now or never." Thus, an old classic becomes the anthem of an entire generation.
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. The reinterpretation of Bon Jovi's "It's my life" takes us from youthful highs to the bitterest heartbreak. The song carries the different moods and gives goosebumps. At the end, the son creates a change of perspective in the story with his pure and fragile singing, recognizing "It's my life. And it's now or never." Thus, an old classic becomes the anthem of an entire generation.
2022 Awards
Total Points: 9
Bronze Cube
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
Editor
Nikolaus Kohler
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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