2017 Glass: The Award for Change

SMASHING THE CLICHES

ClientHORNBACH BAUMARKT AG
Category A01. Glass
TitleSMASHING THE CLICHES
Product/Service-
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Production STINK Berlin, GERMANY
Credits
Name Company Position
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.