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.

2023 One Show - Music & Sound Craft

The Rift


Client PENNY


Sound Design

Annual ID


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.

2023 Awards

Total Points: 9




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


Katharina King

Chief Creative Officer

Alex Schill
Till Diestel

Creative Director

Matthias Schuster
Moritz Dornig


Seb Edwards

Director of Photography

Kasper Tuxen


Tom Lindsay

Executive Producer

Christoph Petzenhauser

Account Director

Frederike Striegel

Sound Design

Nicolas Becker


Julia Todorow

Casting Agency

Bloomcasting / Berlin


Marcus Haus


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


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


Ken Yasumoto


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