Penny - The Wish
Penny sought to significantly increase brand perception and media value among the German population. The discounter needed to demonstrate deep empathy and relevance by addressing a major societal challenge impacting youth after the pandemic, aiming for widespread national engagement.
Creative Idea
A mother's Christmas wish for her son's lost youth became a national conversation.
Penny's 'The Wish' campaign used a poignant Christmas ad where a mother wished her son could reclaim his lost youth due to the pandemic. This resonated deeply, leading to a direct campaign offering 5,000 experiences and apprenticeships, doubling media value by addressing a national emotional void.
The Mother Who Wished for Her Son to Fail
The anti-wish that broke the curse
The campaign achieved a historic milestone by winning Germany's first - ever Film Craft Grand Prix at Cannes Lions, breaking a long - standing drought for the country in that category. Jury President Patrick Milling - Smith noted that the film avoided "over - sentimentality" through the command of director Marcus Ibanez. Beyond industry accolades, the film became a cultural touchstone, reaching two - thirds of the German population and being integrated into school curriculums and church services to facilitate discussions on the pandemic's social toll.
Four days in Vilnius
While the story feels quintessentially German, it was filmed over four shooting days in Vilnius, Lithuania. The production design by Iconoclast utilized a "chamber drama" set for the apartment scenes, intentionally creating a sense of confinement to contrast with the expansive, chaotic energy of the "imagined" youth sequences. The project required nine months of development to perfect the "anti - wish" script - a narrative where a mother wishes for her son to experience the very things parents usually fear, such as sneaking out and getting his heart broken.
A voice for the forgotten generation
Lead actor Julius Gause provided more than just a physical performance; he also performed the vocals for the rearranged cover of Bon Jovi’s "It’s My Life." Produced by Supreme Music, the track was kept subtle until the final act to ensure the film didn't feel like a traditional music video. To turn the sentiment into action, Penny gave away 5,000 "intensive adventures" and six trainee positions that included free housing in Berlin and Hamburg, directly addressing the "lost years" of the youth.
Creative Strategy Deconstructed
Company
Penny, a discounter, leveraged its national presence and understanding of everyday German life to connect authentically with the population.
Category
Discounter advertising typically focuses on low prices and product promotions, not deep societal issues or emotional narratives.
Customer
Parents and youth felt a profound loss of formative experiences due to pandemic restrictions and societal neglect.
Culture
The post-pandemic cultural moment of reflection on lost youth and collective trauma created deep resonance.
Company
Penny, a discounter, leveraged its national presence and understanding of everyday German life to connect authentically with the population.
Category
Discounter advertising typically focuses on low prices and product promotions, not deep societal issues or emotional narratives.
Strategy:
Address a societal void by championing an overlooked generation's emotional needs.
Customer
Parents and youth felt a profound loss of formative experiences due to pandemic restrictions and societal neglect.
Culture
The post-pandemic cultural moment of reflection on lost youth and collective trauma created deep resonance.
Strategy:
Address a societal void by championing an overlooked generation's emotional needs.
Results
The campaign received millions of clicks in the network. A commercial from a discounter went "insanely viral" and "hits right in the heart." Media outlets like SZ stated, "Finally someone understands what the nation has been feeling for the past two years of the pandemic." The campaign showed "deep empathy for the fate of the youth." Penny gave away 5000 unforgettable experiences, including round-the-world trips, graduation proms, festival tickets, and apprenticeships with free accommodation. It reached 2/3 of Germany's population with a conversion rate of 32%. The campaign doubled Penny's media value and was featured in every major German newspaper and TV station.
2/3
of Germany's population reached
32%
conversion rate
doubling
media value
Strategy Technique
Find the Missing Conversation
Penny identified a critical societal issue - the pandemic's impact on youth - that was largely unaddressed by others. By tackling this 'missing conversation,' Penny demonstrated profound empathy and leadership.
Explore Technique
Creative Technique
Empathize
The campaign deeply connected with the audience by portraying a mother's heartfelt wish for her son's lost youth. This emotional resonance highlighted Penny's understanding of a widespread societal pain point.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its deeply empathetic storytelling and strategic use of media to amplify a resonant message, transforming a discount brand into a cultural commentator that genuinely connects with a national issue.
The campaign masterfully crafts a narrative from a societal problem to a personal, emotional wish, and then to a tangible brand solution, creating a powerful and relatable arc.
The dialogue in the main ad is incredibly poignant and captures complex, unspoken emotions between a mother and son with simple, yet profound, exchanges.
The visual contrast between the dark, isolated scenes of youth and the warm, intimate family moments in the ad effectively underscores the emotional journey and message.
The multi-platform launch and subsequent widespread media coverage demonstrate a highly effective strategy for amplifying the campaign's message and impact.
The campaign's magic comes from the seamless synergy between deeply empathetic storytelling, powerful copywriting, and a strategic media approach that turned a brand action into a national conversation.
