Let nature do the job
Let nature do the job
2023
·
HORNBACH
This spring, usually the busiest and most lucrative season for DIY- and gardening markets, HORNBACH surprised gardeners all over Europe with a call to do the unimaginable: absolutely nothing. Asking them to consider buying as little as possible from HORNBACH or its competitors and follow an. Because the most sustainable garden also requires the least effort: As wildflowers will attract insects, and insects attract birds, frogs, and other creatures, leaving your garden to itself can help sustain our complex ecosystem. To make this kind of garden desirable to its customers, HONRBACH highlights the visually spectacular results it can yield: With epic, awe-inspiring images, HORNBACH unleashed the beauty of a natural garden – weeds and all.
BACKGROUND
Droughts, water shortages and dwindling resources make the perfectly curated German garden unsustainable. HORNBACH wanted to trigger a rethink.
IDEA
In its busiest season, HORNBACH asked gardeners all over Europe to do the unimaginable: absolutely nothing. Wild gardens attract insects, birds and frogs, and they look more spectacular too.
EXECUTION
Billboards across Europe turned overlooked weeds like nettles and foxglove into glamorous models, while a monumental film made seeds the heroes of an epic journey. Plus social, radio, ambient and POS.
AWARDS
ADC GERMANY
1× Gold — TV/Cinema Spot
1× Silver — Integrated Campaign
1× Silver — Cinematography
1× Silver — Production Design
1× Silver — Integrated Copywriting
1× Silver — Print Copywriting
2× Bronze — TV/Cinema Spot
1× Bronze — Corporate Film
1× Bronze — Direction
1× Bronze — Online Film
1× Bronze — Script
1× Bronze — Sound Design
2× Merit — Online Film
1× Merit — Editing
1× Merit — DOOH Copywriting
1× Merit — Sound Design for Film
THE ONE SHOW
1× Merit — Cinematography
ADC EUROPE
1× Shortlist — Direction, Cinematography & Editing
D&AD
1× In Book — Visual Effects
ALSO AWARDED
Spotlight
Effie
Die Klappe
AGENCY
HeimatTBWA
DIRECTION
Hauke Hillberg
PRODUCTION
CZAR
PHOTOGRAPHER
Max Sloboda
CREATIVE DIRECTION
Guido Heffels
Luis Jaehner
Christofer Kümmerer
ART DIRECTION
Fabian Lange
Joaquin Aubele
Christoph Laurisch
COPYWRITING
Luis Jähner
John-Conrad Speer
