PENNY says the kids aren’t alright

From climate anxiety to war and financial worries, the children of today have a lot to contend with. How society deals with these issues right now has a direct impact on the world tomorrow, yet, those most affected by these future outcomes often go unheard. 

Continuing the European discount supermarket’s streak of socially-conscious seasonal spots, PENNY’s 2023 Christmas campaign The Kids, conceptualised and executed by Serviceplan Group, tackles the subject of children’s rights and sets out to make their voices heard. 

The poignant film, directed by Gregory Ohrel through AKKURAT Studios, focuses on three young people and their various concerns. From global warming to social media and unrealistic beauty standards, they struggle to feel seen by the adults around them. 

As the spot gains momentum, children from across the country gather together in solidarity, asserting their demands with the message "It's our future. Please listen to us!". 

Set to a moving version of Pink's What about us performed by children's choirs, the campaign was driven by true insights shared by individuals from over 100 German youth clubs that PENNY has supported since 2015 through the Förderpenny initiative.