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 / Direction
Annual ID
ADC102_MOT043B
About the Work
Covid, migration, the energy crisis … During the last few years many topics turned into irreconcilable differences – resulting in deep rifts, which even affected friends and families. While every opinion is important, they should never divide us.
At Christmas the grocery store PENNY also tends to the emotional needs of its customers. At our stores, all opinions, people and their disputes meet. PENNY is the neighborhood market that stands for closeness and community. So, this year’s Christmas message speaks from the heart of the brand.
We turned a typical apartment building into a reflection of a divided society and dive into all the recent hot topics, as we see opinions clash – resulting in emotional rifts between the residents and physical rifts in the building.
We wanted to do something that absolutely didn’t feel like an advert to make our message even more powerful. To achieve that we went quite straight on lenses and coloring combined with a lot of handheld camera work. This allowed us to get closer to the characters and also feel them being torn apart. With a responsive camera we followed the conflicts and rifts making their disruptive way throughout the building in a very agile and natural way, which makes us feel like the world is falling right beneath our feet. Leading to the final climax of the film and a very simple but often not easy solution: “Can we talk?”.
With that we touched millions across the country.
After a few days we hit 20 Mio. views and counted 43.000 interactions. We received loads of positive feedback such as “this should be a message from the government” or “as every year right on point of the Zeitgeist”. The community also recognizes themselves and admits: “It’s time to reach out to each other and talk.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
SERVICEPLAN GERMANY / Munich
Production Company
Anorak Film / Berlin
Editing Company
Trim Editing / London
Media Distribution Company
REWE Digital / OMD Media / Cologne
Copywriter
Katharina King
Chief Creative Officer
Alex Schill
Till Diestel
Creative Director
Matthias Schuster
Moritz Dornig
Director
Seb Edwards
Director of Photography
Kasper Tuxen
Editor
Tom Lindsay
Executive Producer
Christoph Petzenhauser
Producer
Björn Krüger-Levy
Sound Designer
Nicolas Becker
account director
Frederike Striegel
CASTING
Julia Todorow
Casting Agency
Bloomcasting / Berlin
CMO
Marcus Haus
COO
Dr. Stefan Görgens
Costume Design
Fritzi Ngenci
Executive Producer (NEVEREST)
Aisha Blackwell
Head of Brand Marketing
Werner Hesse-Quack
Head of Digital Marketing
Thomas Raupach
Junior Account Manager
Alessia Scheffler
Managing Partner
Alexander Nagel
Christoph Everke
Michael Jaeger
Music
Ben Lukas Boysen
Music & Entertainment Consultancy
Spark Marketing Entertainment / Hamburg
Music Research & Negotiation
Kathrin Heinemann
Matthias Bauss
Post-Production/Grading
Time Based Arts / London
Production Design
Kave Quinn
Recording Studio
Velvet Sound / Montreuil
Senior Digital Marketing Manager
Friederike Pater
Service Producer
Alex Molea
SFX Supervisor
Adi Popescu
Stephen Grasso
Sound Design / Music Company
Sound Park / Montreuil
Soundmix
Ken Yasumoto
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