| Title | ACT AGAINST UGLINESS |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENT SUPERSTORES |
| Category |
A11. CASTING |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
|
Production Company
|
CZAR Berlin, GERMANY
|
Credits
| Guido Heffels |
Heimat/Berlin |
Cco |
| Matthias Von Bechtolsheim |
Heimat/Berlin |
Ceo |
| Maik Richter |
Heimat/Berlin |
Account Supervisor |
| Ramin Schmiedekampf |
Heimat/Berlin |
Creative Director |
| Frank Hose |
Heimat/Berlin |
Creative Director |
| Mirjam Kundt/Katja Gottfried/Marlon Fischer/Sophie Kearney |
Heimat/Berlin |
Copywriter |
| Marc Bieri/Gunther Osburg/Gun Aydemir |
Heimat/Berlin |
Copywriter |
| Susanna Fill/Kenzi Benabdallah |
Heimat/Berlin |
Art Director |
| Kerstin Heffels |
Heimat/Berlin |
Agency Producer |
| Christina Walke/Fabian Stein |
Heimat/Berlin |
Account Manager |
| Lionel Goldstein |
CZAR |
Director |
| Jan Finke |
CZAR |
Executive Producer |
| Boerge Heesemann |
CZAR |
Producer |
| Lieven Van Baelen |
CZAR |
Director Of Photography |
| Emmanuel Van Hove |
CZAR |
Editor |
| David Arnold |
CZAR |
Sound Design |
Brief Explanation
We all know places that urgently need improvement both at home and in public. Our campaign “ACT AGAINST UGLINESS” is designed to encourage people to carry out DIY projects. The TVC shows a group of people that operates guerrilla-style at night. They build DIY structures in a neighbourhood which have a direct impact on the people who live there. Their goal is to make places better and nicer. Because: If you are only surrounded by hideous things, you'll become hideous yourself one day.
Creative Execution
The goal here was to achieve maximum authenticity by finding real people who had never played a role in a commercial before. We spent six months researching underground activists throughout Europe and earning their trust.
We contacted groups in Athens and Lisbon who actually do underground / guerilla gardening projects, which enhance the neighborhoods they live in. Ultimately we decided to cooperate with the people from Lisbon.
We then incorporated real construction workers and set designers and formed a team to reach our goal of maximum authenticity, befitting the Hornbach brand.