PENNY advert – The Kids (English video)

The advertising world has just witnessed the unveiling of PENNY’s latest pre-Christmas campaign, “The Kids,” a groundbreaking film conceptualized and executed by Serviceplan Campaign in Munich. This campaign is a societal statement, a bold move that places children’s wishes, concerns, and needs at the forefront of public discourse.

A Campaign with a Cause

At its core, “The Kids” addresses the often-overlooked voices of the younger generation. In a world riddled with issues like climate change, war, social division, and inequality, PENNY recognizes that the ones who will inherit this world – our children – are seldom consulted about their future. This campaign continues PENNY‘s commitment to giving a voice to the voiceless, following its impactful predecessors, “The Crack” and “The Wish.”

The Heart of the Campaign

What sets “The Kids” apart is its authenticity. PENNY reached out to children and teenagers from over 100 clubs across Germany, supported by its “Förderpenny” donation initiative, to understand their hopes and dreams. This direct engagement with the youth lends credibility to the campaign and ensures that the messages conveyed genuinely reflect the children’s aspirations.

Campaign Ratings

• Memorable (92/100): The campaign’s focus on children’s rights and their future is impactful and leaves a lasting impression.
• Effective (89/100): Its effectiveness lies in its ability to resonate with a broad audience, transcending demographics.
• Style (85/100): The campaign’s style blends simplicity and poignancy, striking a balance between subtlety and impact.
• Heart/Humor (88/100): It strikes a delicate balance between emotional depth and light-hearted moments, making it both heartwarming and thought-provoking.
• Execution (91/100): From concept to execution, the campaign is a lesson in advertising excellence, combining a powerful message with impeccable delivery.

Pros and Cons

Pros

• Authentic Engagement: Directly involving children from various clubs across Germany adds authenticity and credibility.
• Powerful Messaging: The campaign effectively highlights important societal issues from the perspective of the most affected – the children.
• Creative Execution: Using real-life scenarios and a children’s choir rendition of Pink’s “What about us” adds a unique and emotional touch.

Cons:

• Risk of Overshadowing: The strong social message might overshadow the brand’s primary identity as a supermarket.
• Potential for Misinterpretation: Some audiences might misinterpret the campaign’s intent, seeing it as a marketing tactic rather than a genuine social initiative.
• Niche Appeal: While powerful, the focus on children’s rights might not resonate with all PENNY’s customer base segments.

Stefan Görgens, COO of PENNY, on the Campaign

“Children are our future. It’s crucial to listen to them and see the world through their eyes. Our ‘Förderpenny’ initiative has given us a firsthand understanding of their needs and wishes. We aim to use our reach to provide a stage for these voices.“

A Creative and Empathetic Approach

Christoph Everke, Creative Director at Serviceplan Campaign, expresses his enthusiasm for the campaign: “I am simply thrilled by PENNY’s determination and empathy in giving children and teenagers a voice, especially around a child-centric festival like Christmas. It’s crucial to highlight how often their voices are overlooked. We’ve strived to portray this as intensely and authentically as possible.”

The Film: A Reflection of Real Voices

The campaign film, directed by Gregory Ohrel and produced by Akkurat Studios, is a poignant portrayal of everyday scenarios where children’s wishes and needs are ignored. From a young girl who prefers free dancing over ballet to a child’s discomfort with being featured on social media without consent, the film touches on issues like body shaming, unrealistic beauty standards, and environmental neglect. The message is clear and powerful: “It’s our future. Please listen to us!” This is further amplified by a stirring rendition of Pink’s “What about us” by children’s choirs.

A Multi-Channel Approach

The campaign extends beyond the film, with the children’s future wishes being showcased across various communication channels and media in Germany for the next six weeks. This includes the PENNY newsletter, customer magazine, website, social media channels, in-store posters, and market radio.

Serviceplan’s Role

Serviceplan Campaign in Munich, along with Serviceplan Make for agency production, has played a pivotal role in bringing this campaign to life. The team, led by Christoph Everke and supported by a talented crew, has ensured that every aspect of the campaign resonates with the intended message.

Musical Score

The emotional impact of the campaign is heightened by the musical score, overseen by Matthias Bauss of Spark Entertainment and Florian Lakenmacher of Supreme Music, adding depth and resonance to the narrative.

Conclusion

PENNY’s “The Kids” is a clarion call to society to acknowledge and respect the voices of its youngest members. With its authentic portrayal, creative storytelling, and impactful messaging, this campaign sets a new standard in advertising. It reminds us that the future belongs to our children, and it’s time we start listening.