Although it may seem to many that it’s mid-winter now, the spring has actually started, and with the first day of spring and the beginning of the home improvement season German DIY superstore chain Hornbach launched the new campaign.
The spot titled “Sweat it out”, by Hornbach’s creative partner agency Heimat, once again takes a surreal angle in its storytelling, which became characteristic of the brand. ‘Sweat it out’ pushes a fantastical, imaginative style to the max, putting everyday stressful situations into a completely new light. Troubles at work, problems with the kids and over-the-top media consumption are literally sweat out by a single act of DIY.
The spot is characterised by its highly stylised, bombastic art direction and keen attention to detail – which is more reminiscent of a movie than a TV commercial. “We quickly saw potential in the ‘rubber cowboys’, which were developed in collaboration with director Andreas Nilsson and production designer Peter Grant,” says Guido Heffels, creative head at Heimat responsible for the campaign. “We immediately got to work on developing a story for our own ‘rubber cowboy’ format.”
Thomas Schnaitmann, Head of Marketing in Germany and International Marketing Communication for Hornbach said of the campaign it is a typical Hornbach invitation “to be both active and creative outside in your garden during this spring. Anyone who has ever dug out a garden pond, planted a flower bed or built a patio knows that a project which makes you sweat is the perfect way get rid of stress that has built up over the day.”
‘Sweat it out’ campaign will run on TV, online, social media, outdoor, radio, display and point of sale.
