SPARK | Music rights negotiations for PENNY Klimaleicht campaign
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Music rights negotiations for PENNY Klimaleicht campaign


Penny or internationally Penny Market is a discount supermarket chain based in Germany, which operates 3,550 stores. The market was founded by Leibbrand Gruppe in 1973; since 1989 it has been fully owned by the Rewe Group.

PENNY’s latest campaign Klimaleicht (climate-light)  has a focus on products that have naturally less impact on our planet and climate change: meat and diary free.

The campaign has a fairytale flair through a mixture of real film and stop motion technology. In the film (directed by Sinem Sakaoglu), the young protagonist is taken from reality by a balloon to a “world in the world”, where nature and people are elaborately made of paper and brought to life with classic stop motion technology and modern motion control procedures. Parallel to her journey, the protagonist calls for attention to the little things – even if climate protection is not easy.

Penny wants to contribute to the “many small things” that consumers can do with its regional and seasonal fruits as well as vegetables, the more environmentally friendly packaging and the vegan alternatives of its own brand Food for Future.

Spark negotiated the music rights for ‘Fly Me To The Moon’.  Exclusively recorded for the ad, the orchestral piece of music is truly uplifting. Spark also handled the contractual negotiations on behalf of PENNY and their advertising agency Serviceplan Campaign 3 in Munich, Germany.