Title | ACT AGAINST UGLINESS |
Brand | HORNBACH |
Product/Service | DIY HOME IMPROVEMENT SUPERSTORES |
Category |
A03. ACHIEVEMENT IN PRODUCTION |
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. We strove at all cost to find real people. To achieve this we researched underground activists throughout Europe and narrowed our final search to the actual guerrilla projects of groups in Athens and Lisbon.
We finally introduced our projects to the people in Lisbon and agreed on projects they would be willing to realize with us and our team.
In the next step we decided to follow the group for a longer period of time, taking a more documentary approach rather than doing a typical commercial shoot. We filmed at the first meetings that were mainly held in “secret”places.
Ultimately we realized the projects overnight and captured the authentic reactions from the people who actually live in the neighborhood. We ended up shooting over a period of 4 weeks.