Serviceplan鈥檚 campaign for the German supermarket features a gruelling metaphorical journey
German supermarket Penny has launched a Christmas campaign entitled 鈥楥hristmas. Time to Reconcile鈥. Created by Serviceplan Campaign, the central point of the campaign is a film directed by Stink鈥檚 Chiara Graymayr.
It reflects Penny鈥檚 wish to act as a local supplier whilst providing support to the community. Stefan Magel, COO of the supermarket chain, says: 鈥淲e don鈥檛 just want to provide the neighbourhood with fresh food, we also want to do our bit for the local community at Christmas in 2017. With our campaign, we want to encourage people to come together again. Because Christmas is the time, to reconcile.鈥
The concept of the film is that a mother overcomes a psychological obstacle to reconcile with her daughter after an argument. Rather than a physical path, the film features her on a metaphorical journey through snow, ice and a menacing forest to reconnect with her daughter at Christmas.
Christoph Everke, Managing Director Creation at Serviceplan Campaign, adds: 鈥淲ith this year鈥檚 Christmas campaign, Penny is showing how important it is to not just communicate but also to fully cover a topic, in detail. Penny is aiming for real closeness and is creating it in a very emotional and lasting way.鈥
In addition to the Serviceplan Campaign team, which was headed by Managing Director Christoph Everke and Michael Jaeger (Consultancy), Plan.Net 鈥 which is also part of the Serviceplan Group 鈥 is also responsible for implementing the campaign.
It鈥檚 rounded off by giant posters and digital out-of-home advertising media in more than ten major German cities, as well as in the form of ads in the 鈥淏ild am Sonntag鈥 newspaper where there are also messages calling for reconciliation. In addition to this, a contest is has also been launched in which participants can enter to win a personal reconciliation gift. The campaign platform is can be seen at . It will start on 9th November.