Affordable living space shrinks every year and people need to get more creative with diminishing living space and smaller rooms. Hornbach and HeimatTBWA have taken up the challenge of inspiring that creativity in their inimitable advertising style.
The campaign is built around a 60-second film, directed by Steve Rogers through TDF Berlin, which tells the enchanting story of a man who lives his life in a series of one square metre-sized rooms. What appears to be a confined and restricted lifestyle turns out to be a demonstration of the endless creative possibilities that even the tiniest area can offer. The film entices with a striking set design by Steven Jones-Evans, in which everything was made by hand – a reminder that all it takes is creativity to maximize the most minimal of spaces.
The humorous campaign is anchored by the tagline, “Every square metre deserves to be the best in the world”.
“This film is the embodiment of the Hornbach brand. We’ve built everything by hand, from the bed to the vertical dining room. No special effects, only ideas,” stated Guido Heffels, co-founder & CCO, HeimatTBWA\, the creative mind behind over two decades of Hornbach campaigns.
The full campaign includes a series of real-life square metre projects created by artists and designers from eight European countries, including Germany, Austria, Sweden, Slovakia, and the Netherlands. These small-scale masterpieces will be unveiled gradually from mid-September and will include The Square Farm, BBQ Tower and Memory Room. The stories behind the eccentric, flamboyant and famous designers and their creations will also be told through a variety of content in social and digital media to redefine, in signature Hornbach style, the limits of what is possible in the smallest of spaces with ingenuity and creativity.
“We want to encourage and inspire people to creatively rethink and design rooms and spaces, both within their own four walls and beyond,” says Thomas Schnaitmann, head of international brand at Hornbach. “Particularly in places where affordable living space is becoming scarcer, the number of ideas per square metre needs to be even bigger.”
The hero film and 60-second film and OOH installations will be supported in digital out-of-home advertising, radio and events.
Credits:
Creative Agency: HeimatTBWA\
Media Agency: Mediaplus
Director: Steve Rogers
Music Composition: Benjamin Woodgates, LELAND Music, London
Music Supervision: Ed Bailie, LELAND Music, London
Sound Design: David Arnold @ LOFT Berlin
Film Production: TPF Berlin
Producers: Michael Duttenhöfer & Florian von der Heydt
