Climate change, inflation, war, societal division, and inequality–how we deal with these pressing issues influences the future of our society. However, those most impacted by these future outcomes–our children–are usually not asked for their opinions or wishes. PENNY discount stores’ new campaign, “The Kids,” sets out to make their voices heard.
Conceptualized and executed by creative agency Serviceplan Campaign in Munich, the campaign includes this Christmas film–directed by Gregory Ohrel and produced via Akkurat Studios–inspired by real-life responses PENNY received through youth clubs it supports in Germany through the “Förderpenny” initiative. The film presents children and young people in various typical situations where their needs and desires are not heard, highlighting their genuine conflicts and concerns. A young protagonist prefers to dance freely rather than go to ballet classes, as her parents wish. Another child expresses discomfort at being featured on social media by his mother without being asked. The film also touches on issues like body-shaming, unrealistic beauty standards, and climate protection, which parents often overlook in daily life. However, the young individuals assertively voice their demands and wishes with the message “It’s our future. Please listen to us!” accompanied by a new version of Pink’s “What about us,” performed by children’s choirs. The film can be seen online, on social media and in theaters.
“Especially before Christmas, a holiday centered around children, it is of great importance to point out how often they are overheard. We did everything we could to make this as intense and authentic as possible.” said Christoph Everke, creative managing partner at PENNY lead agency Serviceplan Campaign.
