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 .