The Deutsche Werbefimakademie made ‘The Wish’ the most awarded film of the ceremony
Serviceplan’s emotional film ‘The Wish’ for Penny won 4 gold awards at the German Advertising Film Awards on 25th March in a ceremony at Kampnagel in Hamburg. ‘Der Wunsch’ (‘The Wish’) was the big winner of the competition, which is regarded as the German advertising industry’s equivalent of the Oscars. ‘The Wish’ won gold in the Best Web film, Media Prize, Best Camera and Best Script categories.
Even at its premiere in November last year, it was clear that the Penny commercial "The Wish" is more than just an advertising campaign. It is an emotional piece of contemporary history that hardly anyone can escape. This was also the opinion of the jurors of the German Advertising Film Award (DWP). Serviceplan's work is on the list of winners no less than four times this year.
In the spot directed by Marcus Ibanez (Iconoclast Germany), which launched in November 2021, German retailer Penny highlights the social consequences of the Covid-19 pandemic for young people. The film gained 4 million organic views on Youtube within a week of launching, and now has more than 17.3 million views.
"What do you really want for Christmas?" To her teenage son's casual question, a mother in the PENNY Christmas film has an unexpected response. She wishes him, after almost two years of the pandemic, his youth back - with everything that goes wih it. The idea and concept of the film with the highly topical message originates from the lead agency Serviceplan Campaign in Munich.
Alexander Schill, Global CCO, Serviceplan Group commented : ‘What an honour for Penny ‘The Wish’ to be recognised by the Deutsche Werbefimakademie with 4 gold awards. The film really struck a chord with viewers in Germany and around the world, because of the way it so sensitively treats the effect the Covid-19 pandemic had on young people. This is proof that great craft and a sensitive narrative can transcend advertising and stir the emotions.’
The trophy of the German Advertising Film Award is known as "Hatto", in honour of Hatto Kurtenbach, founder of the former event "vdw award".