The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Casting
Annual ID
OS23_MI039B
About the Work
Covid, migration, the energy crisis … During the last few years many topics turned heated debates into irreconcilable differences – resulting in deep rifts, which even affected best friends and families. While every opinion is important, they should never divide us.
The solution for this might not be easy for everyone but is plain simple: We talk and listen. Our campaign aims to bring people back together and shows, that everyone of us can do something against the rifts.
In the past years PENNY has always been doing more for its customers at Christmas than just providing them with groceries. We also care for their emotional needs, as the essence of PENNY is community. PENNY has 29,000 employees, who come into direct customer contact every day and are exposed to all of the conflicts, that we describe in our film. At PENNY markets, all people, opinions 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 asked ourselves, how can we come together this Christmas, when so much stands between us? Our film proves that no matter how deep the rifts are, we can always reach out to each other and heal them. It’s still in our own hands. The film launched on Facebook, Instagram and YouTube, the places where opinions clash. We braced ourselves for a lot of discussions about the topics mentioned in our film. However, the complete opposite happened: Finally, everyone could agree on something: that we have to stick together – even though we have different opinions.
The solution for this might not be easy for everyone but is plain simple: We talk and listen. Our campaign aims to bring people back together and shows, that everyone of us can do something against the rifts.
In the past years PENNY has always been doing more for its customers at Christmas than just providing them with groceries. We also care for their emotional needs, as the essence of PENNY is community. PENNY has 29,000 employees, who come into direct customer contact every day and are exposed to all of the conflicts, that we describe in our film. At PENNY markets, all people, opinions 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 asked ourselves, how can we come together this Christmas, when so much stands between us? Our film proves that no matter how deep the rifts are, we can always reach out to each other and heal them. It’s still in our own hands. The film launched on Facebook, Instagram and YouTube, the places where opinions clash. We braced ourselves for a lot of discussions about the topics mentioned in our film. However, the complete opposite happened: Finally, everyone could agree on something: that we have to stick together – even though we have different opinions.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
SERVICEPLAN GERMANY / Munich
Production Company
ANORAK Film / Munich
Music / Sound Production Company
Sound Park / Montreuil
Post Production Company
Time Based Arts / London
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
Account Director
Frederike Striegel
Sound Design
Nicolas Becker
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
Michael Jaeger
Managing Partner/Executive Creative Director
Alexander Nagel
Christoph Everke
Music
Ben Lukas Boysen
Music & Entertainment Consultancy
Spark Marketing Entertainment / Hamburg
Music Research & Negotiation
Kathrin Heinemann
Matthias Bauss
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
Soundmix
Ken Yasumoto
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