He Packaging design focused on the price of the German store chain Penny has won the Grand Prix in the Print & Publishing category in Cannes Lions 2025. “Price Packs”, Designed by Serviceplan Munich, it has received the highest recognition that has been delivered in this section of the International Creativity Festival.
The campaign takes the witness of “Recycle Me”, which won the prize in the last edition of the contest. Demonized by Ogilvy New York, the campaign showed the Coca-Cola logo, one of the most recognized visual identities internationally, deformed by the cans recycling process.
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The award -winning campaign in the category is recognition of the brand adaptation to the needs of consumers and the volatile economic context. Inflation, instability in the supply chain and the search for greater margins by the brands has given rise, over the last years, to an increase in prices in food products. With the intention of demonstrating a real commitment to consumers at a time of high cost of life, Penny launched last September the “Price Packs” campaign.
The objective of communication was to demonstrate the will of the brand by Keep low prices And, in this way, provide stability to customers. Thus, he created a packaging design centered, so that the packaging of the products of their own brands granted all the prominence to the amount of items such as mayonnaise, mold bread, fried potatoes or cookies.
The designs were also designed to help consumers distinguish good prices of Penny’s products among other large brands on store shelves. With an attractive, aesthetic and clear character, it was sought to avoid any excessive price perception.
The products were available in the 2,122 Penny stores in Germany and were promoted through an external advertising campaign as visually striking as packging.
While the initiative did not guarantee that the price was invariable, it did demonstrate semi -permanence, since modifying the process of design and production of the packaging would be a several months work. With this, Penny has sought Generate confidence in buyersstand out as a reliable source of affordable food and creatively communicate their values to consumers.
According to Serviceplan on its website, the campaign generated the Sale of 1.4 million products in four weeksand a positive consumer feedback of 94%.
In the data presented to Cannes Lions, it is highlighted that the campaign has achieved $ 190 million in won media, and that Penny’s perception in affordability has increased by 2200%.
Other winners in the Print & Publishing category in Cannes Lions 2025
In addition to Serviceplan’s work for Penny, the jury has recognized other outstanding works in this category. Next, we highlight the four campaigns that have been awarded a gold lion in Print & Publishing:
“Claustrobars” by Gray London for Stella Artois
The pieces “The Sip of Sanctuary”, “Protector of the Chalice” and “Happinnes Within Chaos”, of the “Claustrobars” campaign, devised by Gray London for Stella Artois, have achieved a campaign gold lion. With photographs of Ale Burset, the brand approached from humor the recognizable experience of having to keep the glass of beer full in a crowded place of people and extolled the product with a simple Claim: “Worth It” (“worth it”).
“Unready for Anything” by Ogilvy New York for Dove
The “New Years” pieces, “St. Patrick’s Day”, “Mardi Gras”, “Holi” and “Carnival”, of the “Unready For Anything” campaign, designed by Ogilvy New York, have won a campaign gold lion. Dove highlighted his Beauty Bar soap as the iconic product to finish party nights and presented it as a comforting ally to move from the celebration to serenity and comfort, regardless of the occasion.
The graphs show the emblematic soap pill between foam and remains of serpentine and confetti, evidencing its use after a celebration.
“Ink of democracy” by Havas Mumbai for The Times of India
The “Ink of Democracy” campaign by Havas Mumbai for The Times of Indiahe has won a gold lion in this section. The campaign was an exercise in defense of democracy by the newspaper. In India, purple ink is used to identify those citizens who have voted, but in the last electoral process the low participation left an ink leftover. The Times of India He decided to make a special edition with this ink, reminding citizens of the importance of participation.
“Plastic Blood”, from DM9 for Oka Biotech
The “Plastic Blood” campaign, designed by the Brazilian agency DM9 for the Oka biotechnology company, has won a gold lion in Print & Publishing. With the intention of raising awareness about the danger of people’s health plastics, the company created four articles of habitual use -a bottle, a glass, a straw and a bag -, by 3D printing and starting from microplastics extracted from more than 1,000 bags of discarded blood.
More info: Print & Publishing winners at Cannes Lions 2025
