A few days ago, the marketing world looked to Cannes with excitement and fascination. Because there, on the French Riviera, the coveted Lions were awarded at the Cannes Lions International Festival of Creativity. The award is comparable in importance to the Oscars of the film industry. Marcus Haus, Werner Hesse-Quack and Christoph Everke (from left to right)

The jubilation at PENNY and the realising agency Serviceplan was all the greater when it was figuratively said: "And the Oscar goes to ... The Wish", the PENNY Christmas film that has already won many awards. With the Grand Prix, "The Wish" has finally become the measure of all things worldwide. Winners at this level over the years have included Apple, Samsung, Heineken, Nike, Mercedes, Oreo and other brands known for their marketing excellence.

This is the first time in the festival's history that a German work has won the top honour in the Film Craft category. A huge success, especially as the film was only shown on the Côte d'Azur with English subtitles - and not dubbed. The power of the story and the magic of the images alone were enough for the judgement of the international jury of experts. In addition to the Grand Prix for directing, "The Wish" also won a Golden Lion in three other Craft categories: "Script", "Cinematography" and "Use of Licensed / Adapted Music".

In the online edition of the specialist medium w&v, jury president Patrick Milling-Smith points out that this work could easily have slipped into kitsch in the wrong hands, but the realisation is so perfect that you see yourself in the middle of the action and empathise. The marketing professional concludes: "This piece is universal and timeless." Praise that shows that Stefan Magel, COO of PENNY, had the right instinct when he helped develop the vision of "The Wish" and was heavily involved in its realisation.

Marcus Haus, Head of Marketing at PENNY, adds: "I'm speechless. I knew that we had a good chance of placing this year with our film, but the Grand Prix and three more Golden Lions - that's simply amazing. It's the first time that a German participant has won the Grand Prix. And at a festival that has been around since 1954. My thanks go to Serviceplan, but also to everyone here who put so much time and energy into the film. We had the courage to address a highly controversial topic instead of just producing pretty pictures. It was a terrific success. No less important to me, however, is that we have once again shown that we as PENNY really are the neighbourhood discounter that knows the worries, fears, needs and hopes of its neighbours - our customers."

"I am proud and happy in equal measure. As an agency, we are in first place in the Cannes ranking. This is a great honour for all our work. But the fact that we were able to win the Grand Prix with "The Wish" is indescribable. A great team effort from us, but above all only possible because PENNY has had the courage for years not to produce touching pieces for Christmas, but to put its finger in the wound figuratively. This creates creative space for us, which we have obviously utilised in a world-class manner," says Christoph Everke, Creative Director of Serviceplan Campaign.

Werner Hesse-Quack, Head of Brand Marketing, summarises the recipe for success as follows: "Don't think about awards, but make relevant communication for the target group with full commitment. What reaches the minds and hearts of the target group also has a chance of winning over the minds and hearts of the jury. Anything that is produced to win an award and does not reach the target group is not worth an award."