‘Christmas Doesn’t Need Much, Only Love' is the title of Serviceplan Campaign’s seasonal film for German supermarket chain Penny. The ...
‘Christmas Doesn’t Need Much, Only Love' is the title of Serviceplan Campaign’s seasonal film for German supermarket chain Penny. The message has had a big impact in Germany where the film has had over 22 million views, including 14.95 million YouTube views. Today the film is released globally.
PENNY and Serviceplan Campaign’s 2018 Christmas film shows how in touch the discount supermarket is with its customers' needs and circumstances – and offers a message of hope to people who might be dealing with difficult situations.
Although Germany is one of the wealthiest countries in Europe, there is rising poverty despite economic growth. Discount German supermarket chain Penny wanted to spread the message that 'Christmas doesn't need much. Only Love'.
This message is expressed in an animated online film mixing live action and 3D animation. Featuring a single mother who cannot make her son's wishes come true because she doesn’t have enough money, the film has a handmade aesthetic to emphasise the message behind the campaign, that even if you don’t have much money, it is possible to create gifts through love. However, she ultimately finds a way to grant her son a true Christmas miracle – using creativity and love. 2,500 kits were produced to enable people to knit their own teddy bear for Christmas. Customers were able to win the knits by taking part in an online lottery.
A new version of Elton John's 'Your Song', interpreted by Josephine van Schaik, was produced for the campaign. Until 27 December, the film was only available online in Germany due to global music rights. Elton John himself famously sang on the John Lewis 2018 Christmas ad, which has over 12 million views. Whereas the Penny Christmas film, soundtracked with a cover version of his iconic song, has gained over 14 million views in Germany alone.
In addition to Serviceplan Campaign, Plan.Net Campaign, Glassworks and Parasol Island are responsible for design and implementation.
Executive creative director Christoph Everke says: "The film and its soundtrack express exactly what people in Germany are experiencing every day. They are getting by with limited resources and their successes are often down to the fact that they are stronger than people who have never had to struggle. The film is an homage to these tough people who do their utmost every day to care for their family."
Serviceplan Campaign has responsibility for development and implementation, and Plan.Net Campaign was the digital agency. The production company was Glassworks Amsterdam.
CREATIVE AGENCY: SERVICEPLAN CAMPAIGN
COPYWRITER: Alessia Coschignano
ART DIRECTOR: Rebecca Labiner
EXECUTIVE CREATIVE DIRECTOR: Christoph Everke, Alexander Nagel
CREATIVE DIRECTOR: Matthias Schuster, Moritz Dornig
ACCOUNT MANAGEMENT: Fabian Kleinmann, Frederike Enk, Julia Leibetseder
JUNIOR ART DIRECTOR: Elena Sorokova
JUNIOR COPYWRITER: Nedim Aktas, Iasonas Baliamis
DIGITAL AGENCY: PLAN.NET CAMPAIGN
SENIOR ART DIRECTOR: Alexander Kneifel
EXECUTIVE CREATIVE DIRECTOR: Michael Reill
SENIOR COPYWRITER: Marc Hermann Hofmann
PRODUCTION COMPANY: GLASSWORKS AMSTERDAM LTD
CREATIVE DIRECTOR: Hugo Rodriguez Rodriguez, Darren Macpherson, Rüdiger Kaltenhäuser
MODEL MAKER: Matias Zadicoff, Esteban Pedrozo, Jose Manul
EDITOR: Anya Kruzmetra
SET SUPERVISOR: Darren Macpherson, Rüdiger Kaltenhäuser, Kyle Obley
SENIOR PRODUCER: Ariella Amrami
ANIMATORS: Darren Macpherson, Rüdiger Kaltenhäuser, Alastair Hearsum, Glenn Ewan, Casey Chelchinskey, Callum Austin, Jef Fleurkens, Roman Hinkel, Jon Park
2D ANIMATOR: Hugo Rodriguez Rodriguez, Maxence Peillon, Alexander Pattinson, Duncan Malcolm
COLOURIST: Scott Harris
VFX SUPERVISOR: Darren Macpherson, Rüdiger Kaltenhäuser
PARTICLE ANIMATION: Roman Hinkel
LIGHTING & RENDERING: Darren Macpherson, Callum Austin, Jef Fleurkens, Rüdiger Kaltenhäuser
CHARACTERS TEXTURING AND SHADING ARTISTS: Matias Zadicoff, Esteban Pedrozo
RIGGING: Tiaan Franken, Callum Austin, Jef Fleurkens
MUSIC COMPANY: Sizzer
MUSIC COORDINATOR: Jesper Gadeberg
PERFORMER: Josephine van Schaik
SOUND COMPANY: m-sound studios
SOUND ENGINEER: Robert Miller
PRODUCTION DESIGNER: Andy Farago