Heimat: Hornbach promotes lust in the garden

Spring has sprung in Europe and Hornbach is coaxing people into their gardens with the promise of sex.

It’s another Heimat stroke of brilliance for the home improvement chain – everyone loves sex, and because in this case the sex is being done by consenting insects in a suburban garden, the agency has cleverly reminded people that biodiversity begins at home. There are so many less interesting ways in which Hornbach could have encouraged people to create a garden that helps to support the planet’s biodiversity. Those ways would not have come from Heimat or Hornbach.

The new campaign helps to underline Hornbach’s environmentally friendly products. The company is aware of the responsibility that a home improvement superstore with such a huge assortment owns. There are products which are necessary for D-I-Y projects but can strain the environment.

It was important to Heimat to approach an urgent topic in a positive way, without the current apocalyptic attitude. “A new consciousness is not created by dogmatic thinking, paired with a drab mood. Those who want to make a difference must inspire,” explained Guido Heffels, chief creative officer at Heimat.

“Our assortment is being continually reviewed and expanded – also in regard to nature. It’s important to us that the customer has a huge selection and feels well advised about each of their projects without a moralising undertone,” noted Thomas Schnaitmann, head of marketing at Hornbach.

The striking film was made by director, Hauke Hilberg, and Czar Film. Its catchy song, I love the outdoors, was written by Jill Jackson and Seymour Miller and interpreted by Dora Hall.

Supporting the TVC are three images showing copulating bugs, millipedes and dragonflies. There is no doubt that they will attract attention. The photo-realistic images were created by Illusion CGI Studio. The full campaign includes TV, digital (video, display, social media), POS, ambient and radio.