Obey your hands
Obey your hands
2024
·
HORNBACH
Our hands have never been so idle. As we waste our time on first, second and third screens, HORNBACH, the European DIY superstore, wanted to remind customers what their hands are really made for: creating great things.
In Obey Your Hands, we let rebellious hands show how frustrated and unfulfilled they feel without something meaningful to do. They take control of their couch-bound owner, throwing away his phone, slapping him around and dragging him to the only place that can bring him true happiness – his DIY project. Because if your hands are happy, you'll be happy too.
BACKGROUND
Our hands are busy swiping and scrolling, and fewer people take on projects of their own. For HORNBACH, that puts the core business at risk.
IDEA
Let the hands speak. After years of misuse, they revolt against their owner and drag him off the couch to the unfinished project he needed all along. Obey your hands.
EXECUTION
A TVC with a fierce, physical fight between a man and his own hands, plus social and DOOH where the hands, shot in studio, became angry protest posters in HORNBACH colours.
AWARDS
ADC GERMANY
1× Gold — Direction
1× Gold — Acting
1× Silver — Script
1× Silver — Cinematography
1× Silver — Music
1× Silver — Casting
1× Silver — Sound Design
1× Silver — Film Craft
1× Bronze — Cinema Spot
1× Bronze — Production Design
1× Bronze — VFX
1× Bronze — TV Spot
1× Merit — Art Direction
1× Merit — Copywriting
D&AD
1× Wood Pencil — Direction
THE ONE SHOW
1× Merit — Direction
1× Merit — Casting
ALSO AWARDED
LIA
New York Festivals
Spotlight
PlakaDiva
AGENCY
HeimatTBWA
DIRECTOR
Steve Rogers
PRODUCTION
Tony Petersen Film Berlin
PHOTOGRAPHY
Björn Ewers
ILLUSTRATION
Christoph Laurisch
Björn Ewers
CREATIVE DIRECTION
Guido Heffels
Luis Jaehner
Christofer Kümmerer
ART DIRECTION
Christoph Laurisch
Joaquin Aubele
Ivan Derr
Marina Emeljanov
COPYWRITING
Luis Jähner
John-Conrad Speer
