Livia von Seld

Covid-19 caused severe disruptions to life. In Germany, young people were among those who suffered most from the pandemic’s restrictions as they dealt with homeschooling, restricted contact and long periods under lockdown, all while losing out on essential experiences. As a food supplier, PENNY remained attuned to the everyday life of its customers, and recognised that a conversation needed to be had about the lost youth of a generation. To do so, its campaign film, The Wish, turned the very unusual Christmas wish of a mother into a plea of a generation, sparking conversation across the country.