German discount retailer Penny has become one of those advertisers whose holiday ad is eagerly anticipated—having made the Cannes Grand Prix-winning spot “The Wish” in 2021 (a gem of a film that looked at the pandemic’s effect on teens), followed by “The Rift” in 2022.

The company now continues its streak of statement-making with “The Kids,” a three-minute film dedicated to the social issue of children’s rights. In a world that often seems to be disintegrating by the day, Penny challenges viewers to think about the effect on kids—those who will bear the future impact of choices we make today.

The film was created by Serviceplan, produced by Akkurat Studios and directed by Gregory Ohrel.

The film is running online, in social media and in theaters starting today. It will be supported by of out-of-home placements featuring the real wishes of young people, timed to Children’s Rights Day on Nov. 20.

The creative work springs from a Penny initiative that’s been running since 2015 called “Förderpenny,” which raises funds for child and youth organizations. Over 100 youth clubs and social initiatives from across Germany have taken part in the program. The comments about the future in the new campaign are drawn from real feedback from kids in such clubs.

“Children are our future,” said Stefan Görgens, COO of Penny. “This makes it all the more important to listen to them and see the world through their eyes. Through our ‘Förderpenny’ initiative, we have been able to see firsthand for years what they are missing and what they want. We would like to use our reach to provide a stage for this.”

“I’m thrilled with Penny and how determined, committed and empathetically the brand keeps speaking out, in order to give children and young people a voice,” said Christoph Everke, creative managing partner at Serviceplan. “Especially before Christmas, a holiday centered around children, it is of great importance to point out how often they are overlooked. We did everything we could to make this as intense and authentic as possible.”