"The Wish" from Penny - Cannes Lion Festival

One more piece of inspiration from last week’s Cannes Lions International Festival of Creativity. This one is from the German grocery store brand Penny. It captures the sentiment that many parents felt about their teenagers and children being in lockdown during the pandemic, missing the milestones of these critical years in their life. It’s called “The Wish.”

Brought a tear to my eye for sure. I wasn’t sure where the story was going TTYTT, but once I got it m heart burst. My kids are older now so I can only imagine the angst of having teenage children locked down at home missing all the rites of passage that come with teenage years. It’s heartbreaking. This little film from a brand that surely helped those families during the pandemic captures the frustration from the parents’ view perfectly.

So emotional. So well written. So on point.

What’s your experience? JIM