SPARK | Jonas Ems for PENNY
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Jonas Ems for PENNY

Spark was tasked to find the right influencer / creator for PENNY”s new Christmas campaign. As in previous years PENNY picks topics that concern society generally in Germany.

This 2022 topic was split opinions in society on a number of topics: amongst others Covid, migration, the environment and the war in Ukraine.

PENNY’s agency Serviceplan Campaign 3 from Munich created a film that reflects these issues and also tries to offer a solution: talking to each other and understanding each others point of view. Not necessarily leading to change each other points of view but to understand each others arguments and therefore reducing future conflict.

Spark was tasked to find a creator / influencer who can offer advice on how to do just that in everyday situations. Jonas Ems was a perfect choice. With almost 3 million followers on YouTube alone he is known for tackling difficult topics and mediating between people.He produced a 17 minute video offering advice in how to talk to each other and the importance to do that.

The video was used in conjunction with the PENNY campaign page ‘Lass Reden’ (let’s talk): https://www.penny.de/erleben/aktionen/lassreden