Pride Month: Penny and Serviceplan – musical campaign featuring celebrity drag queen
German celebrity drag queen Olivia Jones and her drag family present a 123-second long music video, in which they show how exciting saving can be and promote the products of the PENNY store brand. In the style of a drag musical revue, Serviceplan Campaign in Munich developed a 360° campaign in the well-known PENNY store “Kiez” on St. Pauli in Hamburg, staging the products in a kitsch and magical theatre world with a cast of dancers and famous faces from the Hamburg Drag Queen scene. Consisting of a TV spot, print ads and extensive online and social media content, it can now be seen throughout Germany.
The campaign was launched on June 19th, with the video directed by Finnish Director Viivi Huuska, part of the drag Queen scene both as a performer and director.
Heidi Kabel’s Hamburg cult hit “Das gibt’s nur auf der Reeperbahn”, which inspired Todrick Hall’s ‘Nails, Hair, Lips, Heels’ was specially reinterpreted as “Wer günstig will, muss PENNY” – “If you want it cheap – ob-vi-ous-ly it’s PENNY”. The filming location was the PENNY store “Kiez” in Hamburg’s red-light and entertainment district the Reeperbahn – a well-known district where local celebrity Oliva Jones has often performed.
Stefan Magel, Divisional Director Trading Germany REWE Group and COO of PENNY:
“We have been successfully positioning ourselves as a neighborhood discount store for years. But as a company, we also stand for openness, tolerance, and respect. It is no coincidence that we are launching our campaign during Pride Month 2021. With this campaign, PENNY combines both of these aspects. Our message is: PENNY is for everyone. But we also want to show that saving can be fun and an exciting experience all on its own. We offer high-quality food at low prices every day.”
Christoph Everke, Creative Managing Director of Serviceplan Campaign:
“Cheap doesn’t have to be boring at all. We wanted to show that anyone and everyone can use PENNY’s store brand to ‘drag up’ their ‘normal’ everyday life, so that it becomes special and exciting – even with little money. And who better to embody such a colorful world than our campaign’s star – Olivia Jones?”
The campaign, brainchild of Serviceplan Campaign in Munich, is being implemented extensively across all communication channels. The spot can be seen on TV as well as online and on the PENNY Facebook and Instagram channels. It is accompanied by other individual campaign motifs in which the drag queens promote PENNY’s store products. Under the hashtag, #dragupyourday, a TikTok dance challenge was launched to interactively inspire a young target group for the campaign. TikTok users will be called upon to dance to the campaign song – accompanied in their dance by a PENNY store brand product.
The PENNY store in the middle of Hamburg’s Reeperbahn was made famous way beyond the Hamburg city walls by an extensive SPIEGEL TV report in 2007. In November of 2020, the store reopened after a four-week renovation period. During the closure, the store concept was brought up to date and the store was given an unmistakable ambience, fitting for the neighborhood: Illuminated signs, graffiti, cheeky wall slogans or street art exclusively designed by the well-known artists Ray de la Cruz and Michael Godling literally reflect the atmosphere and attitude to life of the “most sinful mile in the world”. With so much authenticity, it comes as no surprise that local cult drag queen Olivia Jones is the patron of this unique market and that her likeness greets PENNY customers. The PENNY “Kiez” is the latest lighthouse market in which PENNY is taking the neighborhood concept to the extreme.
CREDITS
AGENCY Serviceplan
- Managing Partner: Christoph Everke
- Creative Director: Matthias Schuster, Moritz Dornig
- Senior Art Director: Rebecca Labiner, Helena Mertig
- Senior Copywriter: Alessia Coschignano
- Senior Account Manager: Alexander Mankel, Julia Leibetseder
- Junior Art Director: Johanna Köhler
- Junior Copywriter: Kevin Ratnayaka, Katja Gietl, Katharina King
AGENCY Neverest
- Executive Producer: Aisha Blackwell
PRODUCTION
- Goodhouse Films GmbH – Julian Brinkmann, Jens Gröger
POST PRODUCTION
- Editor: Robin Thomson
- Colorist: Nike Cantarelli
- Sound Design: Hastings Music GmbH
- VFX Post producer: Namoto GmbH & Co KG – Mirko Hampel
- VFX Artist: Namoto GmbH & Co KG – Ines Kossack, Tanja Kerner, Timon Patris
Music: Supreme Music GmbH – Maximilian Olowinsky