Gold
Billboard
Craft - Typography Campaign
| Entrant: | SERVICEPLAN Germany, Munich |
| Brand: | PENNY |
| Title(s): | "Price Packs - Oatmeal", "Price Packs - Chips", "Price Packs - Toast" |
| Corporate Name of Client: | PENNY-Markt GmbH |
| Clients: | Dr. Stefan Görgens/Dr. Jan Flemming/Werner Hesse-Quack'Marcel Otten/Oliver Schwarz |
| Media Company: | PION3ERS |
| Dummybau Packagings Company: | Wolfrik Fischer, Munich |
| Packaging Agentur Company: | elbedesigncrew, Hamburg |
| Agency: | SERVICEPLAN Germany, Hamburg |
| Global Chief Creative Officer: | Alex Schill |
| Chief Creative Officers: | Alex Schill/Till Diestel |
| Executive Creative Directors: | Christoph Everke/Moritz Dornig/Lorenz Langgartner/Franz Röppischer |
| Creative Directors: | Matthäus Frost/Sebastian Bialon/Maximilian Hesse/Dennis Fritz |
| Copywriters: | Shruthi Subramanian/Javier Granados |
| Art Directors: | Alexandra Felbinger/Jonas Menze/Lukas Plapst/Fabian Kräke/Camille Nizet/Tanvi Phalak/Rohil Borole/Kai West Schlosser |
| Agency Senior Retoucher: | Sandra Meyer |
| Agency Designer: | Vira Ronkina |
| Agency Motion Designer: | Philipp Elsner |
| Agency Junior Motion Designer: | Michal Kuśmierz |
| Agency Lithographer: | Nedzad Karahodzic |
| Agency Global Head of Creative Operations: | Sabine Gwinner |
| Agency Creative Operations: | Martina Ahrens/Susan Horn/Lisa Bender/Alexandra Grimm |
| Agency Trainee Copy: | Melanie Hauck |
| Agency Working Student: | Sophie Feichtner |
| Agency Executive Producer: | Jennifer Schulz |
| Agency Managing Partner: | Yvonne Hesse |
| Agency Senior Account Director: | Nadine Samweber |
| Agency Account Manager: | Alessia Scheffler |
| Production Company: | We Make Them Wonder, Munich |
| Executive Producers: | Paul Jax/Niclas Löffler/Maximilian Valentin |
| Producer: | Daniela Boldt |
| Post-Production Company: | Serviceplan Make, Munich |
| Post-Producer: | János Kiss |
| 3D Artist: | Fabio Ziplies |
| Recording Studio: | Hastings Audio Network, Hamburg |
| Music Production Company: | Supreme Music, Hamburg |
| Music Composer: | Maximilian Olowinsky |
| Photography Studio: | BRANSCH Europe, Hamburg |
| Photographer: | Silvio Knezevic |
| Styling: | Karin Degener |
Description:
Shoppers have been facing steep grocery price increases over the last years. New retail tactics like dynamic pricing are adding further discomfort. How can German discounter Penny demonstrate their commitment to low and stable prices? IDEA: PRICE PACKS is the first brand that’s all about the price. Because the packaging design focuses entirely on the price. Considering the usual packaging production lead times of several months, this becomes an irrevocable commitment to price stability. Placed next to competitors, the design helps consumers immediately spot the best prices.
PRICE PACKS are available in all 2100 Penny markets in Germany, promoted by an OOH campaign as striking as the packaging. RESULTS: Products flew off the shelves in record-time, with some temporary selling out during launch week. On traditional and social media, the campaign received raving reviews, earning $120 million in free media. Public perception of Penny as #1 price-stable discounter went up by 2200%.
PRICE PACKS is now expanded to more products and turned from a temporary edition into a permanent brand.