Hornbach and Heimat put themselves in the shoes, and ears, of DIY’ers in “No one feels it like you do.”
The Hornbach/Heimat team is going into spring 2012 in a characteristically emotive and visually stunning way. The new campaign, entitled “No one feels it like you do.”, puts the sensory perception of Hornbach customers centre stage: it’s all about feeling, sensing, seeing and experiencing those DIY moments – nothing but real feelings and emotions which are becoming rarer in this ever more fast-paced world.
The latest spot, “Symphony”, explores the way different DIY’ers experience sounds. Throughout the spot, DIY imagery is juxtaposed against people playing musical instruments. A man using a jackhammer is set against a man in the midst of a drum solo, the movements of a paint roller are likened to a trombone being played, and the motions of a man using a hand saw are mixed in with naked women playing the cello. Both ads end with the new campaign slogan, “No one feels it like you.”
The campaign kicked off earlier this spring with the “Festival” film in which a DIY’er attains ultimate perfection for the first time ever, landing a sublime hammer blow after several failed attempts. With this act (which in real time doesn’t even last a second), he experiences a wealth of different states of mind, which, as ever, are portrayed in typical Hornbach style. His feelings range from confusion and happiness through to doubt and finally triumph. The last of these constitutes the film’s impressive apex: in the form of a crowd scene in which the DIY’er, having successfully hammered in the nail, is frantically cheered on by thousands of people. The final scene sees the DIY’er once again in his garden, ecstatic and at one with both himself and the world.
This idea of bringing feelings to life then typifies the entire campaign, which looks at the subject from a variety of angles. In total, the campaign comprises a range of print/billboard ads as well as social media activities and a series of events. Both broadcast spots are helmed by multi award–winning Czech director Martin Krejci (STINK, Berlin), who also created the very successful “Faces” campaign which was also produced by Stink earlier this year.
“With the new campaign, Hornbach continues to do its own thing. Achieving big things with your bare hands. An indispensable part of this is the deeply felt understanding for what goes on inside the minds of DIY’ers,” explains Heimat Creative Chief Guido Heffels.
For many years, Hornbach has been positioning itself as the place to go for people wanting to complete large and small-scale DIY projects in their home or garden. The company not only shares the same attitude as its customers to DIY but also offers everything they need to make their project a success: a wider and comprehensive product range, expert advice, helpful services and permanently low prices. By following this coherent strategy, the company has never had a problem setting itself apart from the competition.
Media planning was the responsibility of CROSSMEDIA in Düsseldorf
Campaign “No one feels it like you.”
Ad names: “Symphony”, "Festival"
Core medium: TV
Additional media: Outdoor, print, online, POS, event
Agency: Heimat, Berlin
Creative Director: Guido Heffels
Account: Mark Hassan
Director: Martin Krejci
Production Company: STINK, Berlin
Executive Producer: Jan Dressler
DOP: Stepan Kucera
Editor: Filip Malasek, Prague
Telecine: Seamus O’Kane, The Mill, London
Online: Stephane Allender/Tom Sparks, One of Us, London
Music and sound design: Thomas Berlin, Berlin