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Organic For All by Serviceplan

Date: Jan 2019
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The German discount supermarket, Penny, has created an idyllic city, where human and plant live in harmony to promote the nutritional benefits of its 'Naturgut' range.

The 'Naturally for everyone' campaign, which stars Nena - one of Germany's most successful music artists - intends to raise awareness of the topic of natural nutrition through a showstopping performance.

Produced by Tony Petersen Film, the ad is set in an eco-metropolis, where people harvest carrots from ceilings, roses grow out of potholes and the fire department uses its hose to water tomato plants -rather than putting out disastrous fires.

The ad opens with Nena onboard a train that shuttling towards a city that is literally springing to life. As she steps out into the 'Stadtmitte' (city centre), a swarm of butterflies disperse, eager to drink nectar from the Arcadian streets.

In this world, the concrete jungle has become a nutritionists paradise, where plant and humans live as one.

Nena joins the throng of people on the fertile street, and as one they harmoniously sing "It's a fine life" as they strive towards a sustainable, healthy future.

The heart of the campaign was developed by Serviceplan Campaign.



Executive Creative Director: Christoph Everke

Creative Director: Marie Sophie Legat, Henrik Pfeiffer

Junior Copywriter: Laura Marie Giauque, Hendrik Haupt

Junior Art Director: Neville Pinsker

Trainee Art: Hoang Phuc Nguyen

Account Management: Fabian Kleinmann, Franziska Markota, Natalie Schmidt, Nathalie Dröge, Alexander Mankel, Melanie Gensert

FFF Producer @Neverest: Jochen Hirt, Alexandra Junginger

Art Buying: Jennifer Schulz


Executive Creative Director: Michael Reill

Senior Copywriter: Marc Hermann Hofmann

Senior Art Director: Andreas Weixler

Junior Art Director: Alexander Kneifel, Sarah Reiter

Trainee Art: Philipp Elsner

Account Management: Christoph Siebers, Franziska Borgwald


Director: Martin Aamund

Director of Photography: Julian Hohndorf

Executive Producer: Volker Steinmetz

Line Producer: Matthias Kraft

Production Designer / Art Director: Tommy Stark

1st AD: Jim Cole

Service Production: emote, Belgrade

Postproduction/ VFX: liga01

VFX Supervisor: Florian Dehmel (liga01), Felix Laser (liga01)

Postproduction/ Grading: ARRI, Berlin

Colourist: Philipp Orgassa

Editor: Sören Görth


Director of Sound: Thomas Martin

Music Production: Sizzer

Musicstylist: Jesper Gadeberg

Sound Mix: m-sound studios

Audio Engineer: Robert Miller

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