In Germany 2021, the youth were among those who suffered most from the pandemic’s restrictions: with homeschooling, contact restrictions and long periods under lockdown, teenage life was basically cancelled. Their needs were overlooked and the impact on a whole generation’s mental health was underestimated. Their missed experiences were never addressed in public. 

With our campaign, we conveyed the feeling of an entire coming-of-age and captured the zeitgeist of a whole generation. Our campaign not only enabled young people to get a piece of their youth back – but also gave an entire generation back its voice. “The wish" revealed what young people have been missing since the past two years. And let them catch up on what they have been desiring for so long: It motivated viewers to apply for unforgettable life experiences which PENNY gave away.

“The Wish” went viral within 24 hours and people all over the country were talking about it. It was used as teaching material in schools and at church services. We reached 2/3 of the German population and enabled young people to relive missed experiences for which 187.000 applied.