Ambitious German Retailer's Holiday Campaign Aims to Fix Societal Divisions

An emotional film for the holidays is brand Penny and agency Serviceplan's annual tradition

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An ambitious and powerful holiday campaign calls on society to come together and mend the many divisions that have become apparent in recent years.

Developed for German food discounter Penny Markt GmbH (Penny) which annually produces an emotional holiday film alongside creative agency partner Serviceplan, “The Rift” addresses and encourages the need for more empathy for strangers and neighbors after recent years of division.

Last year’s campaign “The Wish” featured a mother’s Christmas dream for her son to live a fulfilled life after the nervousness caused by the pandemic; it went on to win the Film Grand Prix at Cannes.

This year’s film, which runs at four minutes with “Silent Night” playing throughout, takes place in an apartment block and focuses on an elderly lady and a young boy who encounter one another when she nearly hits him with her car.



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