ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. 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.
Learn more about ADC105
Category
Wildcard
Annual ID
ADC104_PKG038M
Price Packs is the first brand that's all about the price because the packaging design focuses entirely on it. It’s the ultimate commitment to price stability.
This work refreshes PENNY’s brand by focusing on price transparency through bold, minimal packaging. By using competitor-inspired color codes, it ensures product familiarity while enhancing visibility. Placing PENNY’s yellow dot and its new even bolder Akko font strengthens brand recognition, simplifying price comparisons and reinforcing PENNY’s identity as a trusted leader in price stability.
Price Packs uses the product design to communicate PENNY’s commitment directly on the product. By mirroring this design across print materials like in-store posters, OOH, and catalogs, the campaign creates a consistent and bold message that stands out against competitors. This innovative use of design emphasizes transparency and simplicity, aligning with PENNY’s promise and redefining how this medium can reinforce brand values in retail.
This work refreshes PENNY’s brand by focusing on price transparency through bold, minimal packaging. By using competitor-inspired color codes, it ensures product familiarity while enhancing visibility. Placing PENNY’s yellow dot and its new even bolder Akko font strengthens brand recognition, simplifying price comparisons and reinforcing PENNY’s identity as a trusted leader in price stability.
Price Packs uses the product design to communicate PENNY’s commitment directly on the product. By mirroring this design across print materials like in-store posters, OOH, and catalogs, the campaign creates a consistent and bold message that stands out against competitors. This innovative use of design emphasizes transparency and simplicity, aligning with PENNY’s promise and redefining how this medium can reinforce brand values in retail.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
SERVICEPLAN GERMANY / Munich
Media Agency
PION3ERS / Düsseldorf
Production Company
We Make Them Wonder / Munich
Music / Sound Production Company
Supreme Music / Hamburg
Art Director
Alexandra Felbinger
Camille Nizet
Fabian Kräkel
Kai West Schlosser
Lukas Plapst
Rohil Borole
Tanvi Phalak
Chief Creative Officer
Till Diestel
Chief Marketing Officer
Dr. Jan Flemming
Copywriter
Javier Granados
Shruthi Subramanian
Creative Director
Dennis Fritz
Matthäus Frost
Maximilian Hesse
Sebastian Bialon
Designer
Vira Ronkina
Executive Creative Director
Franz Röppischer
Lorenz Langgartner
Moritz Dornig
Global Chief Creative Officer
Alexander Schill
Motion Designer
Michal Kusmierz
Philipp Elsner
Photographer
Silvio Knezevic
Producer
Daniela Boldt
Executive Producer
Jennifer Schulz
Maximilian Valentin
Niclas Löffler
Paul Jax
Senior Art Director
Jonas Menze
3D Artist
Fabio Ziplies
Account Director
Frederike Striegel
Wiebke Müller
Composer & Managing Director
Maximilian Olowinsky
COO
Dr. Stefan Görgens
Creative Operations Manager
Susan Horn
Dummy Packagings
Wolfrik Fischer / Munich
General Manager
Yvonne Hesse
Global Head of Creative Operations
Sabine Gwinner
Head of Brand Marketing
Werner Hesse-Quack
Head of Private Label
Oliver Schwarz
Junior Creative Operations Manager
Alexandra Grimm
Lead Brand & Campaign Marketing
Marcel Otten
Lithographer
Nedzad Karahodzic
Managing Partner
Christoph Everke
Packaging Agency
elbedesigncrew / Hamburg
Photography
BRANSCH Europe / Munich
Post-production
János Kiss
PR
Felipe Turlão
Karan Novas
Recording Engineer
Oscar Meixner
Senior Account Manager
Alessia Scheffler
Nadine Samweber
Senior Creative Operations Manager
Martina Ahrens
Senior Retoucher
Sandra Meyer
Sound Studio
Hastings Audio Network / Hamburg
Styling
Karin Degener
Trainee Copy
Melanie Hauck
Working Student
Sophie Feichtner
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