Wednesday, May 23, 2018
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Top Spot of the Week: Director Chiara, Serviceplan Campaign Find "The Path" For Penny Xmas Ad


Robert Goldrich
Wednesday, Nov. 15, 2017


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Penny, Germany’s supermarket chain, encourages reconciliation at Christmas in a new campaign from agency Serviceplan Campaign. Centerpiece of the campaign is this two-minute film titled “Der Weg” (“The Path”) directed by Chiara Graymayr, a.k.a. Chiara, via production house Stink.

With the tagline “However long the path might seem,” the film introduces us to a mother who misses her daughter after they had a falling out. The mom overcomes psychological obstacles to reconcile with her daughter--her journey traverses a metaphorical path through snow, ice and a menacing forest to finally reach her daughter’s home. They happily reconnect, affirming that Xmas is a time to heal wounds and come together.


Client Penny supermarket chain Agency Serviceplan Campaign, Germany Christoph Everke, executive creative director; Aisha Blackwell, executive producer. Henrik Pfeiffer, sr. writer; Marie Sophie Legat, sr. art director. Production Stink Chiara Graymayr, director; Moritz Merkel, exec producer; Isabel Kast, producer; Danny Hiele, DP; Steffen Rothinger, postproduction supervisor. Music/Sound Design nhb studios, Berlin Wenke Kleine-Benne, head of audio department. Editorial Froschhammer Film Tony Froschhammer, editor. Postproduction Katalyst Berlin Creative Services. Music Audioforce Robert Henke, composer. Production Services Radioactive Film Ole Yakovleva

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