The One Show

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2022 One Show - Branded Entertainment

The Wish


Client PENNY


Long Form Video / Single

Annual ID


About the Work

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. We turned a wish list into the plea of a generation. A teenage boy asks his mother what she wants for Christmas, and she answers in the most unusual way: “I wish for you to get your youth back” – along with all the ups and downs of growing up. Our controversial storyline sparked a discussion about lost youth. In our ode to the lost moments of youth, we compared the oppressiveness of the pandemic with the warmth of family life by turning the conversation into a chamber drama set entirely in the family home. Seamless camerawork sweeps the viewer along, immerses us in the scenes and allows us to travel through time and experiences. With our film, we conveyed the feeling of an entire coming-of-age in its four-minute runtime and captured the zeitgeist of teenagers and their parents. Results: Currently 20 million views within days and an organic reach of 50% on YouTube.

2022 Awards

Total Points: 3





Digital Agency


Production Company

Neverest / Munich

Music / Sound Production Company

Supreme Music / Hamburg

Post Production Company

Slaughterhouse Visual Manufacturing GmbH / Berlin

Media Distribution Company

REWE Digital / OMD Media / Cologne

Creative Director

Matthias Schuster
Moritz Dornig


Marcus Ibanez

Director of Photography

Paul Ozgur

Executive Creative Director

Alexander Nagel
Christoph Everke

Executive Producer

Aisha Blackwell
Tim Augustin

Casting Director

Julia Todorow


Sofie Borup

Global Chief Creative Officer

Alex Schill

Senior Art Director

Rebecca Labiner

Sound Design

Red Pipe Studios / Stockholm


Larissa Bechtold

Chief Creative Officer Germany

Matthias Harbeck


Company 3 / New York


Stefan Magel

Digital campaign management

Thomas Raupach

Division Manager Campaigns

Werner Hesse-Quack

Division Manager Marketing

Marcus Haus

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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