A Man Is Reborn in Quirky Spot for German DIY Store HORNBACH
Who doesn't know that spring feeling? Under the warming sunshine, nature and people alike awaken to new life. In the typical manner of HORNBACH, the well known European Gardening and Home Improvement Store chain, this translates into the following film: a grown man struggles to hatch from a giant cocoon and, staggering like a new born foal, is welcomed to the world of gardening by a group of like-minded people. "Every spring, a new beginning鈥 is the message that is revealed at the end in this truly magical place.
The HeimatTBWA\ agency tells this story with such light-hearted humour and attention to detail that the viewer will immediately feel a longing for this spot of pure nature. And as whimsical, light-hearted and unexpected as the events of the spot may be, the sense that spring has a cleansing, invigorating power like no other season will surely ring true for everyone. This goes far beyond gardening, as the desire for a fresh start seems to be everywhere. "As a brand, it is our declared goal to meet our customers' longing with the typical HORNBACH zest for action, both in gardening projects and in real life," says Thomas Schnaitmann, head of international brand at HORNBACH.
"The supposed 'craziness' of the story and its implementation roughly corresponds to the assumed euphoria of an average garden owner in spring," says Guido Heffels, who has been responsible for HORNBACH鈥檚 creative work for 23 years now. Following the campaign with plants in a car on their way to the nearest HORNBACH store, this commercial is the second collaboration with the Swedish directing collective TRAKTOR. And one of countless with the Berlin office of Stink Films and producer Moritz Merkel.
Traditionally, HORNBACH's spring platform is featured across all media channels. The six-second teaser spots, which have been running since February 23rd, showed only the single cocoon and certainly raised a few question marks. On March 1st, the proper start of the campaign, the full-length version will be released, also in movie theatres. The launch will be supported by an extensive social media, digital, OOH and POS campaign.
