HORNBACH reminds us that it's the gardening season with this crazy ad showing what happens if your garden gets completely unruly. It'll uproot itself, steal your car, drive around as a nuisance in the neighborhood, harass waitresses, scoff at the police, the vomiting bushes will throw up leaves outside of bars for a change and it'll be a right mess as they make their way to HORNBACH. In short, you should probably go there yourself before this happens.
Unlike earlier HORNBACH campaigns, this one relies on spin-offs to set the scene. As such, short little series such as the two behind-the-scenes adverts, the three “Scary Stories” and the HORNBACH advert about permanently low prices are all part of the campaign.
As are the protagonists of the campaign, who customers can actually encounter in the real world. How and where exactly, however, has not yet been released. “We had so many ideas during campaign development,” explains Guido Heffels, founder of Heimat, describing the project for his long-term client. “We could have made an entire motion picture. Or even a series.”
The production line-up alone is top class. The Swedish collective Traktor directed the film under the auspices of Moritz Merkel (Stink Berlin). The Brit Anthony Dod Mantle (who has won numerous awards, including an Oscar for Slumdog Millionaire) was responsible for cinematography. It was edited remotely by Rick Russel at Final Cut in London. The song was composed and produced by Finger Music & Sound Design in London.
Agency: Heimat Berlin
Production: Stink Berlin
Music: Finger Music & Sound Design Sound design: David Arnold (LOFT)