Hornbach - "You're alive. Do you remember? 1"

HeimatTBWA\

HeimatTBWA\ Berlin, Germany

12562

Title	You're alive. Do you remember? 1
Agency	HeimatTBWA\
Campaign	You're alive. Do you remember?
Advertiser	Hornbach. Bau- & Gartenmärkte
Brand	Hornbach
Posted	November 2016
Business Sector	Drugstores, Specialty Stores
Story	We wanted to promote the good old authentic experience of gardening in spring through an unforgetteable and immersive experience and transfer these feelings in the sales driven digital channels. Our goal was to get our main audience in the right mood for spring before it even began. The campaign was first released in March 2016 with a visually stunning TV commercial that showed what it feels like, to work on a project: A burly naked guy experiences the haptic journey and curiousity, like any DIY enthusiast who achieves a similar therapeutic satisfaction. And even online we created a tangible website with Autonomous Sensory Meridian Response (ASMR-) Videos. We used DIY Materials to create unforgettable sounds that triggered a tingle in the brain so people could feel the materials. In out of home, people were invited to touch and feel real materials or get reminded what it feels like by closeups of hands touching wood, moss and stones.
Media Type	Outdoor/Out of Home
Chief Creative Officer	Guido Heffels
Creative Director	Guido Heffels
Creative Director	Frank Hose
Creative Director	Teresa Jung
Art Director	Felix Pfannmüller
Copywriter	Marlon Fischer
Copywriter	Junior Art Director
Copywriter	Junior Copywriter
Account Director	Frauke Bielefeldt