#HELDENKRANZ / CROWN OF GLORY
| Title | #HELDENKRANZ / CROWN OF GLORY |
| Brand | HORNBACH |
| Product/Service | DIY HOME IMPROVEMENTS SUPERSTORES |
| Category |
D01. Data |
|
Entrant
|
HEIMAT Berlin, GERMANY
|
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Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Production
|
COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
|
|
Additional Company
|
LOFT TONSTUDIOS Berlin, GERMANY
|
Credits
| Guido Heffels |
HEIMAT Berlin |
Chief Creative Officer |
| Guido Heffels |
HEIMAT Berlin |
Creative Director |
| Teresa Jung |
HEIMAT Berlin |
Creative Director |
| Tim Holtkötter |
HEIMAT Berlin |
Agency Account Supervisor |
| Franziska Lequen |
HEIMAT Berlin |
Agency Account Manager |
| Jonas von Schwedes |
HEIMAT Berlin |
Senior Art Director |
| Gunther Osburg |
Gunther Osburg |
Senior Copywriter |
| Corbinian Hennies |
HEIMAT Berlin |
Senior Copywriter |
| Marie Legat |
HEIMAT Berlin |
Art Director |
| Kerstin Heffels |
HEIMAT Berlin |
Agency Producer |
| Nico Beyer |
- |
Director |
| Michael Mieke |
- |
Director of Photography |
| Olaf Blecker |
- |
Photographer |
| Juri Wiesner |
Cobblestone |
Executive Producer |
| Simone Eichhorn |
- |
Costumes |
| Nadine Wagner |
- |
Mask |
| Christian Meyer |
- |
Music Producer |
| Andrea Baracca |
- |
Grading |
| David Arnold |
LOFT Studios |
Sound Designer |
| Thomas Schnaitmann |
Hornbach |
Client Marketing Director |
| Julia Ziegelmann |
Hornbach |
Client Marketing Director |
The Campaign
Famous thinkers, inventors, leaders and a huge percentage of HORNBACH clients have one thing in common: Male pattern baldness.
HORNBACH paid tribute to this well-known phenomenon, starting by bestowing it with a fitting name: Heldenkranz (which can be translated as Crown Of Glory). With the aim to change the perception of the underestimated hair style of DIY-enthusiasts.
Creative Execution
We started with a TV spot during the Euro Soccer Championships. HORNBACH called on the "affected" men of male pattern baldness to wear their Crown Of Glory with pride. And to front this insane world head on with their widening crown.
In addition, online and social media were used extensively to activate the campaign, which included compiling user content that was displayed on the daily #Heldenkranz tagboard. Within a week #Heldenkranz became one of the top twitter trends in Germany and the name became part of general German linguistic use.