HORNBACH – Every project brings you closer. (2019) 1:15 (Germany)

An ode to the one true love in the life of real DIYers: Their most faithful tool. This man loves his saw. With his saw, he has built a hot tub, all sorts of furniture, and finally a heart-shaped backdrop for his wedding to his saw. It's a little bit ridiculous but all DIYers recognize the truth of their love for their favorite tool. 

“Every passionate DIY enthusiast uses lots of tools and equipment. But they

have a special relationship with at least one of them. Together they have been

through much and achieved great things. It is time to honour these tools and

equipment as they deserve,” says Thomas Schnaitmann, who is responsible

for HORNBACH’s brand activities.

Furthermore, long-standing relationships are highly sustainable. The

campaign manages to highlight this without pointing the finger or falling back

on advertising clichés. “A quality tool at a fair price is inherently sustainable.

Ideally it will be passed down through the generations,” says Guido Heffels,

HEIMAT, Berlin Chief Creative Officer.

This new, affectionate commercial was filmed under the direction of Spaniard

Pep Bosch, who has already created HORNBACH advertisements like “Every

Change Needs a Beginning” and “Gothic Girl” (Say it with your project).

Production was done by Trigger Happy Productions in Berlin. The video

soundtrack is “Je veux que tu m’embrasses” by Pascale Borel. The

commercial is accompanied by an equally humorous print campaign showing

somewhat unconventional images of weddings between people and their

tools. The three visuals were created by the Austrian photographer Daniel

Gebhart de Koekkoek. The campaign is complemented by entertaining radio

commercials which underline people’s relationships with their tools.

Campaign: “Every project brings you closer.”

Commercial name: “Every project brings you closer.”

Media (international): TV, digital (video, display, social media), POS, ambient

and radio.

Time period: social commercial premiere for HORNBACH Fans, from 02.10.

onwards, on TV and online in Germany from 04.10. onwards.

Further regions: Czech Republic, Slovakia, Sweden, Switzerland, Austria,

Romania, Luxembourg.

Agency: HEIMAT, Berlin

Production: Trigger Happy Productions GmbH

Director: Pep Bosch

Music: Pascale Borel “Je veux que tu m’embrasses” (production: Sizzer)

Sound design: LOFT Studios