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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
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,
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