The Wish
Brand: PennyAgency: Serviceplan Munich2022FilmVideo · Vimeo
The idea
Let a teenager wish for the return of ordinary social life rather than another Christmas present.
Timeless principle
Find the universal human truth hiding behind the cultural moment.
Why it works
The pandemic context is never treated as an issue to explain; it is felt through one young person’s missed experiences. Restraint makes the wish specific and widely recognizable. Penny reaches emotion by giving the moment a human scale.
