SELECT WINNERS YEAR

London International Awards

2022 Winners and Finalists

Regional Independent Agency of the Year: Europe
SERVICEPLAN Germany, Munich

Silver
Branded Entertainment
Scripted Short Film


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Entrant: SERVICEPLAN Germany, Munich
Brand: PENNY
Title: "The Wish"
Corporate Name of Sponsoring Client: PENNY
PENNY Markt: Stefan Magel/Marcus Haus/Werner Hesse-Quack/Thomas Raupach/Alev Borjans
Media Companies: REWE Digital/OMD Media, Cologne
Talent Agency: Bloomcasting , Berlin
Agency: SERVICEPLAN Germany, Munich
Global Chief Creative Officer: Alex Schill
Chief Creative Officer: Matthias Harbeck
Executive Creative Directors: Christoph Everke/Alexander Nagel
Creative Directors: Moritz Dornig/Matthias Schuster
Senior Copywriter: Alessia Coschignano
Junior Copywriter: Katharina King
Senior Art Director: Rebecca Labiner
Junior Art Director: Elvira Breit
Senior Account Manager: Julia Leibetseder
Production Companies: ICONOCLAST Germany, Berlin/NEVEREST, Munich
Director: Marcus Ibanez
Executive Producer: Tim Augustin
Executive Producer - Neverest: Aisha Blackwell
Director of Photography: Paul Özgür
Production Designer: Tiiu-Ann Pello
Stylist - Iconoclast: Larissa Bechtold
Production Coordinator - Iconoclast: Flora Mariott
Post-Production Company: Slaughterhouse - Visual Manufacturing, Berlin
Post-Producer: Leonidas Befeldt
Editor: Nikolaus Kohler
Grading Company: Company 3, New York
Sound Design Company: Red Pipe Studios , Stockholm
Music Production Company: Supreme Music, Hamburg
Music & Entertainment Consultancy Company: SPARK Marketing Entertainment, Hamburg
Music Research & Negotiation - SPARK: Kathrin Heinemann/Matthias Bauss
Casting Director - Bloomcasting: Julia Todorow

Description:
In Germany, the youth were among those who suffered most from the pandemic’s restrictions: with homeschooling, contact restrictions and long periods under lockdown, teenage life was basically cancelled.

Their needs were overlooked and the impact on a whole generation’s mental health was underestimated. Their missed experiences, which would shape their lives forever, were never addressed in public.

A wish list becomes the plea of a generation, when a?teenage boy asks his mother what she wants for?Christmas, and?she answers in the most unusual way: “I wish for you to get your youth back” – along with all the ups and downs of growing up.

She wishes for everything her son so deeply missed, during two years of the pandemic and hard restrictions in Germany.

In the film an intimate chamber play turns into a roller coaster ride of emotions at the very scene of the pandemic: a family’s home.

The mother's monologue, the seamless tracking shot and the reinterpretation of Bon Jovi's "It's my life" take us from youthful highs to the deep pain of first heartbreak.

From the careful casting to the intensive preparing of the studio-set, the collaboration of DOP and steadicam and the fluent light and sound design.

The actors deliver moving performances, while editing and cinematography skillfully frame the action. Cleverly connected shots and practically resolved transitions between day and night show off the limited setting.

The camerawork sweeps the viewer along and allows us to travel through time and experiences. In four minutes, the film tells an entire coming of age drama.