Every spring a new beginning
Every spring a new beginning
2022
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HORNBACH
Spring is usually the most important time of the year for HORNBACH's sales.
But as Germany has been shaken by a series of crises, a lack of money and fear for the future have made Germans less inclined to spend on their gardens in recent years.
We wanted to make people long for their gardens again by conveying the essential feeling of early spring: as flowers bloom and nature comes back to life, it washes away hardship and makes way for new beginnings and possibilities. Communicated through the metaphor of a gardener being reborn in a cocoon, just in time for the beginning spring season.
We open on a lush meadow on a giant cocoon hanging from a tree. As it wiggles, contorts, and undulates, a grown man slowly and loudly hatches from the cocoon. He drops to the floor, rises, to his feet, and glimpses a welcoming committee of gardeners working on their spring projects. As he staggers over to join them, we see other giant cocoons on different trees – also waiting to be reborn for spring. As the camera pans out, the campaign line appears: Every spring, a new beginning.
BACKGROUND
Spring is HORNBACH's most important season, but crises and money worries had made Germans reluctant to spend on their gardens.
IDEA
Bring back the feeling of early spring, when nature comes back to life and hardship falls away: gardeners reborn from giant cocoons, just in time for the season. Every spring, a new beginning.
EXECUTION
A TVC that opens on a giant cocoon hanging from a tree. A man hatches, staggers over to the gardeners at work, and more cocoons wait in the trees. Plus OOH.
AWARDS
ADC GERMANY
1× Gold — TV Spot
1× Silver — Art Direction
1× Silver — Film Craft
1× Bronze — Direction
1× Bronze — Production Design
1× Bronze — Copywriting
1× Merit — VFX
ALSO AWARDED
Spotlight
AGENCY
HeimatTBWA
DIRECTOR
Traktor
PRODUCTION
STINK Berlin
PHOTOGRAPHER
Theo Gosselin
CREATIVE DIRECTION
Guido Heffels
Luis Jaehner
Christofer Kümmerer
ART DIRECTION
Christoph Laurisch
Joaquin Aubele
Fabian Lange
COPYWRITING
Luis Jähner
John-Conrad Speer
