Piece #1

  • The HORNBACH SPRING COLLECTION


Piece #1 - The HORNBACH SPRING COLLECTION


Company:
HEIMAT Werbeagentur GmbH
Award:
AME Gold Medallion
Brand:
HORNBACH
Title:
The HORNBACH SPRING COLLECTION
Country:
GERMANY
Competition:
use of discipline
Category:
branding

Talent Credits

  1. Guido Heffels - Chief Creative Officer
  2. Andreas Mengele - Chief Strategy Officer
  3. Matthias von Bechtolsheim - Chief Executive Officer
  4. Maik Richter - Account Supervisor
  5. Tim Holtkötter - Account Director
  6. Christina Walke - Account Director
  7. Ramin Schmiedekampf - Creative Director
  8. Frank Hose - Creative Director
  9. Felix Pfannmüller - Art Director
  10. Marlon Fischer - Copy Writing
  11. Kenzi Benabdallah - Art Director Digital
  12. Franziska Falk - Account
  13. Jan Paul Schwarz - Account
  14. Gün Aydemir - Creative Director Digital
  15. Nicolas Blättry - Copy Writing
  16. Jared Leistner - Art Director
  17. Guido Heffels - Chief Creative Officer
  18. Andreas Mengele - Chief Strategy Officer
  19. Matthias von Bechtolsheim - Chief Executive Officer
  20. Maik Richter - Account Supervisor
  21. Tim Holtkötter - Account Director
  22. Christina Walke - Account Director
  23. Ramin Schmiedekampf - Creative Director
  24. Frank Hose - Creative Director
  25. Felix Pfannmüller - Art Director
  26. Marlon Fischer - Copy Writing
  27. Kenzi Benabdallah - Art Director Digital
  28. Franziska Falk - Account

Campaign Summary

HORNBACH, the European DIY-and home improvement store chain and its customers embody pride, ambition and skill.
Those qualities are credibly reflected by trusty work-clothes. In Spring 2015, HORNBACH decided to honor this by launching: The HORNBACH SPRING COLLECTION. A collection built around HORNBACH’s first fashion label: HERZBLUT – a sew-on label. HERZBLUT, which can be translated into passion or commitment, is the first fashion label that cannot be bought. It needs to be earned by dusty and filthy work clothes that reflect years of true passion for DIY-projects. HORNBACH succeeded in breaking through the clutter of price-focused DIY-communication, raising engagement and achieving a PR value of more than 13 million euros. Once again, HORNBACH drew a line between the average handyman and the hardcore DIYers. Ultimately creating a lasting medium for HORNBACH that will now live literally closer to their consumers for as long as they wear their worn out HERZBLUT clothes.



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