Penny Market

The Rift

Agency: Serviceplan


The wait is over. One year after PENNY's emotional Christmas spot ‘The Wish’ moved people in Germany and around the world, and won multiple awards including a Grand Prix at Cannes Lions International Festival of Creativity, the eagerly awaited new PENNY Christmas film is now available online and on social media.

The 2022 PENNY Christmas film – ‘The Rift’ - is again highly topical and no less emotional than its predecessor. ‘The Rift’ addresses the divisions that are increasingly running through our society, and implores viewers to encourage an open dialogue with their neighbours. The campaign is an urgent call to listen to each other again. A plea for fewer barriers and more empathy: a clear message, even beyond Christmas and more explosively topical than ever. The film was conceived and realized by the lead agency Serviceplan Campaign in Munich, and directed by Seb Edwards (ANORAK Film).

"Can we talk?" a boy asks his neighbor in the final seconds of the new PENNY Christmas film. Just a few minutes earlier, we watched him yell at her in anger. It's a question people have been asking their neighbours less and less in recent years – and one they should ask much more often. War, COVID, the climate crisis and many other disagreements, large and small, have dominated discussions in recent years. Society is more divided than ever. Yet wasn’t Christmas supposed to be the time reconcile?

After three years of conflicts that have divided friends, acquaintances and families, it's now time to start reaching out to one another again. That's the compelling plea of the eagerly awaited new PENNY Christmas film. The film uses powerful images to show the cracks that run through society: generational conflicts, racism, war supporters vs peace activists, cars vs bicycles, fear of COVID vs pandemic fatigue. The spot shows all this within an ordinary apartment block that is increasingly and literally being torn apart. ‘Silent Night’ plays softly in the background, but all festive understanding of each other seems to be missing. Until the film reaches a climax with a main character extending an olive branch to a neighbor by saying: Let's talk.

This professional campaign titled 'The Rift' was published in Germany in November, 2022. It was created for the brand: Penny Market, by ad agency: Serviceplan. This Integrated medium campaign is related to the Public Interest and Retail Services industries and contains 1 media asset. It was submitted over 1 year ago.


Penny Markt GmbH;
Dr. Stefan Görgens / COO PENNY Markt GmbH
Marcus Haus / Bereichsleiter Marketing
Werner Hesse Quack / Head of Brand Marketing
Thomas Raupach / Head of Digital Marketing
Friederike Pater / Senior Digital Marketing Managerin

Christoph Everke / Serviceplan Campaign / Managing Director
Michael Jaeger / Serviceplan Campaign / Managing Partner
Moritz Dornig / Serviceplan Campaign / Creative Director
Matthias Schuster / Serviceplan Campaign / Creative Director
Katharina King / Serviceplan Campaign / Copywriter
Seite 4 von 5
Alessia Scheffler / Serviceplan Campaign / Junior Account Managerin
Frederike Striegel / Serviceplan Campaign / Account Director
Marén Echtermeyer / Freelance / Account Management
Aisha Blackwell / NEVEREST GmbH & Co Kg / Executive Producer
Jennifer Meisels / Freelance / Producer

Film Production;
ANORAK Film GmbH / Production company
ICON films / Serviceproduction
Seb Edwards / Director
Kasper Tuxen / DOP
Kave Quinn / Production Design
Fritzi Ngenci / Costume Design
Adi Popescu / SFX Supervisor
Stephen Grasso / VFX Supervisor
Tom Lindsay / Editor
Nicolas Becker / Sound design
Ken Yasumoto / Soundmix
Ben Lukas Boysen / Music
Christoph Petzenhauser / Executive Producer
Björn Krüger-Levy / Producer
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Alex Molea / Service Producer
TRIM / Offline Edit
Julia Todorow / Casting


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