Winners & Shortlists


Entrant Company HEIMAT Berlin, GERMANY
Advertising Agency HEIMAT Berlin, GERMANY
Production Company CZAR Berlin, GERMANY
Name Company Position
Guido Heffels Heimat/Berlin Chief Creative Officer
Matthias Von Bechtolsheim Heimat/Berlin Ceo
Maik Richter Heimat/Berlin Account Supervisor
Ramin Schmiedekampf Heimat/Berlin Creative Director
Frank Hose Heimat/Berlin Creative Director
Christina Walke/Fabian Stein Heimat/Berlin Account Manager
Kerstin Heffels Heimat/Berlin Agency Producer
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

The Brief

Overgrown gardens, ramshackle fronts – the first sunlight of Spring does not only uncover beauty. Our task was to tackle the ugliness and establish the HORNBACH DIY stores and the company’s unique concept – such as wide product range, permanently low prices, well-trained and service-oriented employees for project customers and DIY enthusiasts.

Creative Execution

The trash bag motivated people to get to work. All over Germany, projects were started and neighborhoods improved. In their projects, people used ideas and energy to tackle the ugly and create beautiful and creative spaces. HORNBACH supported people in their projects with both the know-how of their staff as well as their large amount of products at permanentely low prices. That way, HORNBACH became the partner for everyday beauty.

Describe the creative solution to the brief/objective.

The campaign „Act against ugliness“ is based on the idea of motivating DIY’er not only to improve their own houses but to get whole Germany to work and go about public spaces outside of their own four wall. Using a microsite it only took us a few days to spread the idea throughout the country. Via the microsite, people could send HORNBACH trash bags to friends to push them to act against the ugly. We declared May 18th as „Day against ugliness“ and all over Germany individuals, friends and initatives came together to follow HORNBACH’s call.


The campaign performed highly successful in both TV and onlin and returned brutto spendings multiple times. The total TV ROI equals 2,26€. The campaign improved the perceived perfomance. Participants, who were exposed to OOH posters, HORNBACH print media or the trash bag rated the image significantly better than the control group. 80% of all participants are satisfied with the large product choice at HORNBACH. 37% remembered the TVC (unaided) 52% remembered OOH measures 48% remembered the trash bag installation 10% more Fans on Facebook 1.075.272 people saw content associated with the hornbach Facebook Page