Penny is one of the most renowned supermarkets in Europe. However, its reputation and physical stores in Hungary weren't as good as elsewhere. Then it underwent a major renovation and rebranding program, called One Step Ahead. So much so that it became almost unrecognizable to the public - in a good way: a completely new supermarket with the same good products. So during that pitch, we brought this truth out with this stupid but strategically based idea to relaunch it as a whole new market. For that, we created the Penny Channel communication platform that they use to this day. We won the pitch and Penny became the agency's biggest client.