Spark was asked by PENNY’s agency Serviceplan to suggest German hip hop artists that could potentially write an exclusive song for the German supermarket chain.
It had to be an artist that could deliver a song with credibility for the 45th anniversary of the brand. The topic of the anniversary campaign was ‘Danke fuer 45 Jahre Nachbarschaft’ (a thank you to all ‘neighbours’ /customers of PENNY shops).
The agency and PENNY selected Samy Deluxe. The final result couldn’t have been better: lyrically it depicted typical daily life in German urban neighbourhoods and musically it provided the right beats to a full length video and TV ad. The video also features Samy Deluxe in a cameo and a dancer from his children’s charity Deluxe Kids.
After less than a month the video has surpassed 6.5 million views on YouTube alone.
The song was also available to download for free on the Penny.de website.
All in all a fitting tribute by PENNY to it’s neighbours all over Germany.
Spark researched potential artists, was in charge of the negotiations, coordinated the briefing for the song and set-up all agreements in regards to the project.