It is only too easy to understand these days how discouraging reality can be, especially when it clips the wings of your fantasy. This year’s Christmas campaign from Penny Market shows us how important it is to fight back, even in bleak times, and to keep on dreaming of a better world. As our hero in the story is repeatedly asked to “Imagine if everyone did that?!,” we transcend reality and are inspired to consider the impact of our actions on those around us.

Glassworks Creative Studio is delighted to have partnered with Serviceplan to direct another heartwarming holiday film for Penny. The German supermarket works with the Red Cross to provide support to those in need through the sale of their seasonal chocolate figurines, an important mission that takes the story out of the imaginary world to make a difference directly with local homeless communities during the holidays.

The CGI production was developed by the Glassworks Amsterdam team in a primarily remote setup, with support from artists and producers across the group’s London and Barcelona studios. It was a pleasure to reunite with the agency and Penny once again and a testament to the passion and vision of a talented team working together across multiple locations to deliver a unique story with a timeless message of caring for others.