Penny's festive ad doesn't shy away from spotlighting The Rift in society
In a powerful, affecting follow-up to last year's Grand Prix-winning The Wish, Serviceplan Campaign and Seb Edwards craft a devastating tale of contemporary conflicts.
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Credits
powered by
- Agency Serviceplan Campaign X/Munich
- Production Company ANORAK Film
- Director Seb Edwards
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Credits
powered by
- Agency Serviceplan Campaign X/Munich
- Production Company ANORAK Film
- Director Seb Edwards
Credits
powered by
- Agency Serviceplan Campaign X/Munich
- Production Company ANORAK Film
- Director Seb Edwards
Generational conflicts, racism, war supporters vs peace activists, cars vs bicycles, fear of COVID vs pandemic fatigue; it's safe to say that the presiding threads that run through Serviceplan Campaign's latest work for Penny are your normal festive fare.
However, neither was its lockdown-regrets-fuelled predecessor The Wish, and that ended up not only winning many people's race for the top of the Christmas picks, but also grabbed a Cannes Lions Grand Prix for Film Craft in the process.
Addresses the divisions that are increasingly running through our society, The Rift's central message implores viewers to encourage an open dialogue with their neighbours. The film follows an elderly lady as she makes her way through an apartment block filled with contention, with the metaphorical; cracks in relationships becoming physical in the space around her.
Guiding what could have been a tricky shoot to pull off is Seb Edwards, shooting through ANORAK, who utilises his ability for balancing emotion and spectacle to create a film that stuns with its imagery and terrific performances.
"At our PENNY markets, all kinds of people come together. This year, however, we noticed people moving apart more than ever. Different opinions not only divide society, they also cause rifts in our private relationships," Marcus Haus, Divisional Marketing Manager at PENNY, explains the intention behind this year's campaign.
"That's why it was especially close to our hearts to do our part to help notice and ideally mend the rifts in our society. This requires dialogue instead of confrontation and ignorance – and this is exactly where our campaign comes in."
Christoph Everke, Creative Managing Director of Serviceplan Campaign, adds, "We've loaded our Christmas film with cultural and social themes that really no one can ignore. Opinions clash and literally break an entire apartment block apart. The topics are taken from real life and portrayed so relentlessly that you can’t help but feel caught out.
"The film gives you goosebumps, a feeling of uneasiness and hopefully makes you rethink. I'm deeply impressed by the way Seb Edwards and ANORAK have brought our idea to life – and by the courage the PENNY team has once again shown in making a painful yet important subject theirs."
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