In Germany, REWE is regarded as an innovative and contemporary supermarket chain. But more and more people appreciate personal contact and that human touch when they go shopping. How can we lend the REWE brand greater emotional appeal?

An emotive 90-second TV commercial that is a call for mutual respect among fellow human beings. The film points out that, when it comes to wishes, money can’t buy you everything. It’s rather a kind word or a simple gesture that can make others happy.

The social media version of the film alone was viewed over eight million times within the space of only a few days and voted among the world’s top four Christmas commercials in 2015 by Germany’s advertising trade publication Werben & Verkaufen. More than 40,000 likes and countless favourable comments demonstrate that the emotional message hit home with customers.