| Title | GOTHIC GIRL |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENT SUPERSTORES |
| Category |
A07. USE OF MUSIC |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
|
Production Company
|
TRIGGER HAPPY PRODUCTIONS Berlin, GERMANY
|
Credits
| Guido Heffels |
Heimat/Berlin |
Chief Creative Officer |
| Matthias Von Bechtolsheim |
Heimat/Berlin |
Chief Executive Officer |
| Maik Richter |
Heimat/Berlin |
Account Supervisor |
| Ramin Schmiedekampf |
Heimat/Berlin |
Creative Director |
| Frank Hose |
Heimat/Berlin |
Creative Director |
| Christina Walke |
Heimat/Berlin |
Account Manager |
| Tim Holtkötter |
Heimat/Berlin |
Account Manager |
| Kerstin Heffels |
Heimat/Berlin |
Agency Producer |
| Stephan Vens |
Trigger Happy Productions |
Producer |
| Josefine Bothe |
Trigger Happy Productions |
Producer |
| Rupert Lazarus |
Trigger Happy Productions |
Production Designer |
| Pep Bosch |
Trigger Happy Productions |
Director |
| Paco Femenia |
Trigger Happy Productions |
Camera |
| Marc Soria De Torre |
Trigger Happy Productions |
Editor |
| Antoni Saigi Abril "chupi" |
Trigger Happy Productions |
Music |
| Charlotte Chadwick |
Trigger Happy Productions |
Styling |
| Deluxe Barcelona |
Deluxe Barcelona |
Sound Studio |
| Hesse Studios Berlin |
Hesse Studios Berlin |
Sound Studio |
Brief Explanation
We live in a world of texts, tweets, status updates and emails but we must not forget that there is a deeper form of communication and although it sounds like common wisdom: Actions speak louder than words.
HORNBACH the German DIY store puts this message back on the map with their latest TVC „Gothic girl“. In a highly iconic way this spot tells the story of exclusion and heart breaking love. By merging their main message with an emotional criticism of the ignorance and intolerance of a society judging their members in a superficial way, HORNBACH hits the nail right on the head. And gives the viewer a literal call-to-action to stand up for their beliefs and express them – with a project!
Creative Execution
It wasn't an easy one. We tried a lot of different styles mainly old Dark Wave from the mid 80ties. But found it not profound enough for a theme as serious as ours. So we digged further in todays Emo-Music - new, unknown Bands... all good, but not quite it! But than Pep Bosch, the Director came around the corner with his spanish composer called CHOPI and all doubts were blown away: this "made up" language just fitted the seriousness of our concern. It was as if the GOTHIC GIRL was speaking and nobody being able to understand her.