The One Show
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Category
Writing / Single
Annual ID
OS22_MI046B
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. With each sentence, the mother draws us more into the story and sweeps the viewer along. This immerses us in the scenes and allows us to travel through time and experiences.
The film manages to convey the feeling of an entire coming-of-age and also capture the zeitgeist of teenagers and their parents.
Results: Currently 20 million views and an organic reach of 50% on YouTube.
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. With each sentence, the mother draws us more into the story and sweeps the viewer along. This immerses us in the scenes and allows us to travel through time and experiences.
The film manages to convey the feeling of an entire coming-of-age and also capture the zeitgeist of teenagers and their parents.
Results: Currently 20 million views and an organic reach of 50% on YouTube.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
SERVICEPLAN GERMANY / Munich
Digital Agency
PLAN.NET GERMANY / Munich
Production Company
ICONOCLAST GERMANY / Berlin
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
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
Chief Creative Officer Germany
Matthias Harbeck
Color
Company 3 / New York
COO
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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