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.
Learn more about The One Show 2026
Category
Music Adaptation / Song
Annual ID
OS24_MS036M
About the Work
INSIGHT
Everyone talks about the next generations – but hardly anyone listens to them.
We are facing pressing issues such as wars, energy crisis, climate change, and social inequality. However, these problems and decisions affect mostly those who are seldom asked for their opinion: children and adolescents. Let’s change this. Because for a livable future for everyone we must listen to everyone.
Closeness is an important part of our brand core. PENNY sees itself as a local discount store for everyone. And when we say "everyone", we mean it. For years, we have been using our reach to give a voice to those who are often overlooked. This year, this platform belongs to the next generations.
IDEA
How can a discount store know what moves children? Simple: by asking them. PENNY has already supported young people with their CSR program “FÖRDERPENNY” for many years. So, we interviewed hundreds of them about their concerns and wishes for the future. Their responses became the core of our film and campaign.
Using actual answers made it possible to give children a voice without speaking for them. By putting our adult perspective aside, we wanted to authentically show the children’s conflicts and needs as personal, political, or societal as they were.
RESULT
Children and adolescents got heard – with over 21 million views on YouTube and over 3 million views in media libraries alone. With various reactions.
Thoughtful: "I fully support our children, it's their world when we're gone. And if they represent strange values, we are to blame..." (Facebook)
Emotional: "Sure. Just a normal Monday. Crying while watching the new Penny ad. (#listening)" (X, formerly Twitter)
Or even rejection: "Don't give children so much power." (Facebook comment)
These very different reactions primarily show one thing: the relevance of this topic.
So - Let's listen!
Everyone talks about the next generations – but hardly anyone listens to them.
We are facing pressing issues such as wars, energy crisis, climate change, and social inequality. However, these problems and decisions affect mostly those who are seldom asked for their opinion: children and adolescents. Let’s change this. Because for a livable future for everyone we must listen to everyone.
Closeness is an important part of our brand core. PENNY sees itself as a local discount store for everyone. And when we say "everyone", we mean it. For years, we have been using our reach to give a voice to those who are often overlooked. This year, this platform belongs to the next generations.
IDEA
How can a discount store know what moves children? Simple: by asking them. PENNY has already supported young people with their CSR program “FÖRDERPENNY” for many years. So, we interviewed hundreds of them about their concerns and wishes for the future. Their responses became the core of our film and campaign.
Using actual answers made it possible to give children a voice without speaking for them. By putting our adult perspective aside, we wanted to authentically show the children’s conflicts and needs as personal, political, or societal as they were.
RESULT
Children and adolescents got heard – with over 21 million views on YouTube and over 3 million views in media libraries alone. With various reactions.
Thoughtful: "I fully support our children, it's their world when we're gone. And if they represent strange values, we are to blame..." (Facebook)
Emotional: "Sure. Just a normal Monday. Crying while watching the new Penny ad. (#listening)" (X, formerly Twitter)
Or even rejection: "Don't give children so much power." (Facebook comment)
These very different reactions primarily show one thing: the relevance of this topic.
So - Let's listen!
2024 Awards
Total Points: 3
Merit
Credits
Agency
SERVICEPLAN GERMANY / Munich
Media Agency
REWE Digital/OMD Media / Cologne
Copywriter
Pauline Sawatzki
Creative Director
Alessia Coschignano
Director
Gregory Ohrel
Executive Creative Director
Moritz Dornig
Executive Producer
Dagmar Garber
Rocco Kopecny
Global Chief Creative Officer
Alexander Schill
Producer
Anastasia Konovalova
CMO
Dr. Jan Flemming
DoP
Sonja Tsypin
German Chief Creative Officer
Till Diestel
Junior Copywriter
Florian Joester
Senior Copywriter
Sebastian Bialon
Account Director
Wiebke Müller
Account Manager
Alessia Scheffler
Assistant Producer
Sophie Werche
Casting Agency
Icon Agency / Tallinn
Casting DE+UK
Luca Heimberg
Casting Tallinn
Terje Kissa
Compositing
Tony Nitschke
COO
Dr. Stefan Görgens
Costume Designer
Liis Vandel
Creative Diretor
Matthäus Frost
Film Production Company
AKKURAT Studios / Berlin
Head of Brand Marketing
Werner Hesse-Quack
Head of Corporate Communications
Birgit Koch
Head of Production Services
Aisha Blackwell
Junior PR & Content Consultant
Sophie Staufenbiel
Lead Digital Marketing
Thomas Raupach
Managing Partner
Christoph Everke
Kathrin Heinemann
Matthias Bauss
Michael Jaeger
Motion Graphics
Jan-Michel Magens
Music & Entertainment Consultancy
Spark Marketing Entertainment / Hamburg
Producer Post Production
Maggy Fischer
Mirko Hampel
Production Designer
Greta Vilekyte
Senior Manager in Digital Marketing
Friederike Pater
Sound Design / Music Company
Supreme Music / Hamburg
Sound Design / Sound Mix / Music
Florian Lakenmacher
VFX Supervisor und 3D Artist
Sebastian Weidner
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