Top Spot of the Week: Serviceplan Shows Virus Lockdown From Kids' POV For German Supermarket PENNY


Robert Goldrich
Thursday, Apr. 2, 2020


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A film that shows the special and also challenging everyday life of parents and children in their homes during the COVID-19 crisis is at the center of German food retailer PENNY’s new #homefirst social media campaign from agency Serviceplan Campaign in Germany. The story is told from the children’s point of view--talking about setting up a race track in the hallway, having more time for cuddles, lots of hand washing, parents working in the home office, or the canceled holiday. The film was directed by Emilia Möbus, a copywriter at Serviceplan, with Neverest serving as the production company. She shot the spot in a private apartment before the lockdown was put into place in Germany.

Christoph Everke, creative managing director of Serviceplan Campaign, said, “What is truly extraordinary about this film is the special, documentary closeness that is created by the great footage, but also by the children’s perspective on the parents’ situation.”

The spot is running on the PENNY social media channels (YouTube, Facebook, Instagram) and, to support exchange with the community, will be accompanied by a content campaign on Instagram.

Here the followers are called upon to post their own content showing them at home with their family, with the hashtag #erstmalzuhause (in English: #homefirst) and the tag @pennydeutschland. The user-generated content is shared on the PENNY instagram page to complement the spot with experiences of PENNY customers.


Client PENNY Agency Serviceplan Campaign Christoph Everke, executive creative director; Moritz Dornig, Matthias Schuster, creative directors; Alessia Coschignano, sr. copywriter; Katharina King, jr. copywriter; Johanna Kohler, jr. art director; Emilia Möbus, director. Production Company Neverest GmbH & Co Aisha Blackwell, executive producer, film department; Madeleine Benning, production assistant. Production Le Hof Media GmbH Jonas Lembeck, Philip Hofmann, executive production officers; Georg Nikolaus, DP. Postproduction Heaven’s Floor Maggy Fischer, post producer; George Nikolaus, colorist. Music/Sound Supreme Music GmbH, m-sound studios GmbH, Giesing-Team Tonproduktionen GmbH

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