Winners & Shortlists

ACT AGAINST UGLINESS

TitleACT AGAINST UGLINESS
BrandHORNBACH
Product/ServiceDIY HOME IMPROVEMENT SUPERSTORES
Category A11. CASTING
Entrant Company HEIMAT Berlin, GERMANY
Advertising Agency HEIMAT Berlin, GERMANY
Production Company CZAR Berlin, GERMANY
Credits
Name Company Position
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.