Piece #1

  • Case film


Piece #1 - Case film


Company:
Heimat Werbeagentur GmbH
Award:
AME Gold Medallion
Brand:
Hornbach Baumarkt AG
Title:
You Are Alive. Do You Remember?
Country:
GERMANY
Competition:
use of discipline
Category:
integrated (mixed media)

Talent Credits

  1. Thomas Schnaitmann - HORNBACH, Head of Marketing
  2. Julia Ziegelmann - HORNBACH, Head of Brand Communications
  3. Guido Heffels - HEIMAT, Chief Creative Officer + Creative Director
  4. Matthias von Bechtolsheim - HEIMAT, Agency Management Executive
  5. Maik Richter - HEIMAT, Agency Management Executive
  6. Tim Holtkötter - HEIMAT, Agency Account Superviser
  7. Franziska Lequen - HEIMAT, Agency Account Manager
  8. Felix Pfannmüller - HEIMAT, Senior Art Director
  9. Marlon Fischer - HEIMAT, Senior Copywriter
  10. Marco Bienek - HEIMAT, Junior Art Director
  11. Mo Sadeghi - HEIMAT, Junior Copywriter

Campaign Summary

In today´s digital world, people easily forget about the analogue reality and haptic experiences. HORNBACH, as the quintessence of authentic, physical gardening experiences, wanted to remind the people of the satisfying experiences while working on a backyard project. Our TV commercials focus on the ambivalence that DIY ‘looks’ uncomfortable, but ‘feels’ pleasurable. Although our hero violently tumbles through nails and stones, he’s loving every moment of it. Online we enable sensory experienced online shopping. HORNBACH reanimated sensual DIY memories, which significantly improved the brand’s profile. - +10pp “This is a brand that shares a true passion for DIY” 1, - +10pp “This is brand is a true authority when it comes to DIY” The positive resonance resulted in unbelievable results. - 17Mio€ Earned Media1 - +17% in intention to visit2 - +16% purchase intention2 - +27% in gardening items .



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