Hornbach celebrates the intimate feelings towards its own tool
Romantic! The longstanding successful duo Heimat Berlin and Hornbach shows that love today no longer necessarily has to be between a man and a woman.
They went through thick and thin, the two protagonists of the love film from Heimat Berlin. Commissioned by the Hornbach DIY chain, the agency shows how deep the relationship with a tool that has faithfully accompanied you through countless projects for years can be: very deep. You can rely on the right tool in any situation, you get to know it better and better, you trust it blindly, over time you almost become one with it. This passion doesn't necessarily have to end at the altar - but it does in the TV and online spot for the new campaign "Every project welds you together." The saw of trust - and properly so.
The campaign also conveys another zeitgeist theme: If you buy cheap, you buy twice. Quality is more expensive, but much more sustainable. "A tool of quality at a fair price is sustainable per se; ideally, it wanders through the hands of generations," says Heimat creative director Guido Heffels.
The romance is underpinned by Pascale Borels' chanson "Je veux que tu m'embrasses" ("I want you to kiss me").
The campaign is accompanied by radio spots and posters. Austrian photographer Daniel Gebhart de Koekkoek is responsible for the kitschy wedding motifs of people and their tools. The campaign can be seen in Austria, Germany, the Czech Republic, Slovakia, Sweden, Switzerland, Romania and Luxembourg.
There's always something to do - and in the meantime, you could marry your own tool, for example.
