Hornbach: Unleashed

HORNBACH kicks off the gardening season with a campaign that only the No.1 project hardware store could conceive. At the heart of what's probably HORNBACH's most complex spring campaign of all time is a madcap advert of epic proportions (2:14 minutes long), showing what can happen if you don't look after your garden in spring: It will simply find its own way to the nearest HORNBACH store - even if it must steal your car to get there.
Agency: Heimat, Berlin

Not surprisingly, chaos ensues, including illegal car races and vomiting bushes. With the slogan “Come to HORNBACH. Before your garden does.”, the campaign will be visible on all channels, from OOH to social media. It’s launching with a handful of six-second long complementary trailers referring to the film in its full length on digital channels. The long version of 2:14 minutes will be shown on normal TV, along with the 30- and 45-second adverts. Airing, for example, during the night of the Oscars, at half-time of international sports matches, and naturally at the cinema. Unlike earlier campaigns, this one relies on spin-offs to set the scene. As such, short little series such as the two behind-the-scenes adverts, the three “Scary Stories” and the HORNBACH advert about permanently low prices are all part of the campaign. As are the protagonists of the campaign, who customers can actually encounter in the real world. How and where exactly, however, has not yet been released.