Source: Campaigns of the World
German home improvement retailer Hornbach has built a name for themselves in the world of advertising with their special sense of humor, but this time that humor took a different road, going into the realm of experiential advertising.
The brand and their agency Heimat tackled one of the last taboos, toilets, with a very special multimedia room, or as one of the participants called it a true throne.
Europe’s leading DIY chain is highlighting its bathroom expertise in a novel way – whilst arguably stretching the notion of good taste as far as it will go. Instead of a traditional TV campaign showing aspirational bathrooms, HORNBACH and Heimat are asking the city of Berlin to experience the toilet. In public. And as such have built an actual monument in Berlin’s city centre, dedicated to the tiny throne of the home.
This toilet according to the brand is “A monument against silence”, and it highlights the significance of this “humble” place in today’s society, very often as a refuge from the hectic life, enriching the experience with special 3D projections, vibrating sound and tactile materials.
One hundred specially selected guests have been invited to take a seat and share their experiences.
‘It was important to us to portray the process of going to the toilet as an act of physical and mental contemplation, as well as spiritual cleansing. It was equally important to depict digestion as a creative process, in order to break down inhibitions and start the dialogue. To this end, we built the toilet to resemble an altar in a cathedral,’ says Corbinian Hennies, creative director at Heimat.
Particularly in a hectic and fast-living world, the need for calm and contemplation is greater than ever. ‘A toilet can be so much more than a mere necessity. People can design a toilet they enjoy visiting and can find peace and quiet there,’ says Thomas Schnaitmann, head of marketing in Germany and marketing communication worldwide at HORNBACH. ‘By showing what is possible with a little imagination and the HORNBACH product range, we want to inspire people to get creative and turn their own toilet into a monument. The question is: ‘What will you make of your toilet?’
