Penny moje 1 (My Number One)
Penny stores are the largest retail chain in the Czech Republic. The campaign showed what this means from people’s point of view. It’s not about abstract size, but a real advantage – proximity. Penny is in the most locations in the Czech Republic – it’s thus closest for everyone. Wherever they are.
Real people appear in the campaign – no actors – and they were recorded by three teams around the Czech Republic. A total of nineteen versions of television spots were produced.