From climate anxiety to war and financial worries, the children of today have a lot to contend with. How society deals with these issues right now has a direct impact on the world tomorrow, yet, those most affected by these future outcomes often go unheard.
The focus of the ad are three young people and their various concerns. From global warming to social media and unrealistic beauty standards, they struggle to feel seen by the adults around them.
As the spot gains momentum, children from across the country gather together in solidarity, asserting their demands with the message “It’s our future. Please listen to us!”.
Set to a moving version of Pink’s What about us performed by a children’s choir, the campaign was driven by true insights shared by individuals from over 100 German youth clubs that PENNY has supported since 2015 through the Förderpenny initiative.
Spark once again did the music search/scouting for PENNY and their lead agency Serviceplan in Munich. The lyrics of Pink’s WHAT ABOUT US couldn’t be more perfect for the message of the ad.
We negotiated the song use including fees and licensing agreement on behalf of PENNY.