Title	SEPARATING AMATEURS FROM TRUE DIY-ENTHUSIASTS. THE HORNBACH SPRING COLLECTION
Brand	HORNBACH BAUMARKT
Product/Service	BRAND CAMPAIGN
Category	A01. Creative Effectiveness
Entrant	HEIMAT Berlin, GERMANY
Idea Creation	HEIMAT Berlin, GERMANY

Name	Company	Position
Guido Heffels	HEIMAT Werbeagentur GmbH	Chief Creative Officer and Founder
Matthias von Bechtolsheim	HEIMAT Werbeagentur GmbH	Chief Executive Officer and Founder
Maik Richter	HEIMAT Werbeagentur GmbH	Chief Organization Officer
Ramin Schmiedekampf	HEIMAT Werbeagentur GmbH	Creative Director
Frank Hose	HEIMAT Werbeagentur GmbH	Creative Director
Gün Aydemir	HEIMAT Werbeagentur GmbH	Creative Director Digital
Felix Pfannmüller	HEIMAT Werbeagentur GmbH	Art Director
Jared Leistner	HEIMAT Werbeagentur GmbH	Art Director
Kenzi Benabdallah	HEIMAT Werbeagentur GmbH	Art Director
Marlon Fischer	HEIMAT Werbeagentur GmbH	Copywriter
Nicolas Blättry	HEIMAT Werbeagentur GmbH	Copywriter
Tim Holtkötter	HEIMAT Werbeagentur GmbH	Account Director
Christina Walke	HEIMAT Werbeagentur GmbH	Account Director
Franziska Falk	HEIMAT Werbeagentur GmbH	Account Manager
Jan Paul Schwarz	HEIMAT Werbeagentur GmbH	Account Manager
Trigger Happy Productions GmbH	Trigger Happy Productions GmbH	Production Company
Carl Erik Rinsch	Carl Erik Rinsch	Film Director
Bjorn Chapentier	Bjorn Chapentier	Camera Man
Olaf Wipperfürth	KATHRIN HOHBERG: Agent für Photographen	Photograph

Brief Explanation

Worn-out filthy work clothes. Most brands don’t want to be associated with that. However, there is one exception: HORNBACH. The European DIY and home-improvement store chain and its customers embody pride, ambition and skill. And those qualities are credibly reflected by their trusty work clothes. In spring 2015, HORNBACH decided to honor this by launching: The HORNBACH Spring Collection. A collection built around HORNBACH’s first fashion label: HERZBLUT – a sew-on label. HERZBLUT, which can be translated as passion or commitment, is the first fashion label that cannot be bought. It needs to be earned by dusty and filthy work clothes that reflect years of true passion for DIY projects. To kick-it off HORNBACH invited customers and fans via an online platform, direct mailing and outdoor to contribute to the collection by showing their filthy work clothes. The engagement levels online were record-breaking with over half a million people sharing stories about HERZBLUT. An online gallery was created showing the pictures of dusty work clothes from our passionate HORNBACH fans. And their trusty pieces even became part of the campaign. An exhibition using billboards about 100 meters in length reflecting the story of passionate DIY fans and their filthy work clothes underscored the credibility of HERZBLUT. The TV ad pays tribute to dusty work clothes by telling the story of a guy who goes on an epic quest to retrieve something from the trash: his trusted filthy work clothes. The campaign got fans into stores by inviting them to bring their own dirty work clothes: within a single day, 3.434 DIYers had responded to HORNBACH’s mailing invitation and brought their working clothes t¬¬¬¬¬o HORNBACH to get the label HERZBLUT sewn onto it. And on eBay, the free label was even sold for 31,50 Euro. The positive resonance of the campaign was reflected in the positive PR value of more than 13 million euros. In the end, around 500000 labels were distributed – initially online, and then through promotions in the stores. Once again, HORNBACH drew a line between the average handyman and the hardcore DIYers, ultimately creating a lasting medium for HORNBACH that will now live literally closer to their consumers for as long as they wear their worn-out HERZBLUT clothes.