Penny “Christmas Doesn’t Need Much, Only Love”

Glassworks Amsterdam combines 3D characters and practical miniatures with a delicate cover of Elton John’s “Your Song” in this emotional spot, the centerpiece of a campaign for German discount supermarket chain Penny.

ECD Christoph Everke at agency Serviceplan: “The film and its soundtrack express exactly what people in Germany are experiencing every day. They are getting by with limited resources and their successes are often down to the fact that they are stronger than people who have never had to struggle.

“The film is an homage to these tough people who do their utmost every day to care for their family.”

The campaign also includes a series of tear-inducing mini-docs showing how the brand made several children’s unique and seemingly impossible Christmas wishes come true…




Agency: Serviceplan Group
Executive Creative Directors: Christoph Everke, Alexander Nagel
Creative Directors: Matthias Schuster, Moritz Dornig
Copywriter: Alessia Coschignano
Art Director: Rebecca Labiner
Junior Copywriters: Nedim Aktas, Iasonas Baliamis
Junior Art Director: Elena Sorokova

Post and Production: Glassworks Amsterdam
Directors: Hugo Rodriguez Rodriguez, Darren Macpherson, Rüdiger Kaltenhäuser
VFX Supervisors: Darren Macpherson, Rüdiger Kaltenhäuser
On Set Supervisors: Darren Macpherson, Rüdiger Kaltenhäuser, Kyle Obley
Art-director: Hugo Rodriguez Rodriguez
Lead 3D Artist: Darren Macpherson, Rüdiger Kaltenhäuser
Tracking and cameras: Jef Fleurkens, Aaron Smith, Davide Uccellani
Modellers: Matias Zadicoff, Esteban Pedrozo, Jose Manul
Character Styling and Texture: Matias Zadicoff, Esteban Pedrozo
Rigging: Tiaan Franken, Callum Austin, Jef Fleurkens
Animators: Darren Macpherson, Rüdiger Kaltenhäuser, Alastair Hearsum, Glenn Ewan, Casey Chelchinskey, Callum Austin, Jef Fleurkens, Roman Hinkel, Jon Park
Animation Assist: Heidi Stohr, Hugo Perdiz, Zolna Minik
Lighting and Render: Darren Macpherson, Callum Austin, Jef Fleurkens, Rüdiger Kaltenhäuser
Particles FX: Roman Hinkel
Lead 2D Artist: Kyle Obley
2D Artists: Hugo Rodriguez Rodriguez, Maxence Peillon, Alexander Pattinson, Duncan Malcolm
Matte Painter: Hugo Rodriguez Rodriguez
Storyboard Artists: Hugo Rodriguez Rodriguez, Callum Austin
Concept Artist: Hugo Rodriguez Rodriguez
Engineer / Pipeline: Shaun Laws
Data-wrangler: Andrew Kidd
MCR: Luke Osborne
Editor: Benjamin Putland
Colourist: Scott Harris
Chief Operating Officer: Anya Kruzmetra
Senior Producer: Ariella Amrami
Post Production Coordinator: Salt Ibraeva
Travel Coordinator: Frankie Modugno
Production Consultant: Lauren Becker
Bidding Consultant: Rick Naude

SHOOT [via Glassworks Amasterdam] SECOND HOME STUDIOS
Shoot Producer / Motion Control Operator: Chris Randall
Director of Photography: Sam Morris
Camera Operator / DIT: Luke Unsworth
Gaffer / Rigger: Ian Whittle
Studio Assistant / Prop Style Assistant: Amanda Haas

MINIATURE SETS [via Glassworks Amasterdam] Clockwork Frog Films
Production Designer: Andy Farago
Carpenters / Fabricators: Steve Lafferty, Johnathan Lawrence, Simon Lipscombe
Specialist Model Makers: Alan Henry, Ruth Harrison, Paul Taylor, Sarah Right
Model / Prop Makers: Kat Simpson, David Riley, Abbie Skinner, Mark Heron, Steph Oakley
Soft Props / Fabrics: Lucy Sturley
Scenic Painter: Sara Watson

Music: Sizzer
Vocalist: Josephine van Schaik
Music stylist: Jesper Gadeberg

Mix: m-sound studios
Engineer: Robert Miller