Title | SMASHING THE CLICHES |
Brand | HORNBACH BAUMARKT AG |
Product/Service | - |
Category |
A01. Glass |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Production
|
STINK Berlin, GERMANY
|
Credits
Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
Guido Heffels |
HEIMAt, Berlin |
Chief Creative Officer |
Marlon Fischer |
HEIMAT, Berlin |
Creative Director |
Kerstin Heffels |
HEIMAT, Berlin |
Agency Producer |
Jones + Tino |
Jones + Tino |
Director |
Douglas Bernardt |
STINK Films |
Director Of Photography |
Lutz Müller |
Lutz Müller |
Executive Producer |
Benno Schoppmann |
Benno Schoppmann |
Producer |
Nils Landmark |
Nils Landmark |
Editing |
Paul Schwabe |
Paul Schwabe |
Postproduction |
Thomas Berlin |
@48k |
Music |
David Arnold |
Loft Berlin |
Sound Design Arrangement |
Zuzana Sucha |
Zuzana Sucha |
Production Designer |
Creative Execution
The TVC shows stereotypes getting shattered.
In the truest meaning of the word.
A woman with a sledgehammer against traditional ideals and clichés.
Visualized by statues getting smashed spectacularly.
At the end, not only the statues have to bite the dust, but also a wall in the project.
Hard work that is summarized in the claim „We never said it was easy.“
The campaign took strong momentum from the very first moment. Fueled by the general relevance of the topic (Weinstein affaire) it has reached more then 4.5 million people within the first two weeks on Facebook alone. It has been discussed on and featured by various national and international news and media platforms. And we have just started.
The brand HORNBACH takes a stand.
Against exclusion, prejudice and gender stereotypes.
Using an appropriate tonality for a steadily growing female audience.
And points out:
HORNBACH customers are ‘doers’ and include males and females in equal measure;
there is no difference between them when it comes to their project,
including when the going gets tough.