Title | HORNBACH "SWEAT IT OUT." |
Brand | HORNBACH BAUMARKT AG |
Product/Service | RETAIL / IMAGE |
Category |
A03. Casting |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Media Placement
|
MEDIAPLUS Munich, GERMANY
|
Production
|
CZAR Berlin, GERMANY
|
Credits
Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
Matthias Storath |
HEIMAT, Berlin |
Chief Creative Officer |
Felix Pfannmüller |
HEIMAT, Berlin |
Creative Director |
Corbinian Hennies |
HEIMAT, Berlin |
Creative Director |
Sascha Jörres |
HEIMAT, Berlin |
Art Director |
Teresa Guggenberger |
HEIMAT, Berlin |
Copywriter |
Kimberly Schwarck |
HEIMAT, Berlin |
Account Manager |
Franziska Lequen |
HEIMAT, Berlin |
Account Manager |
Matthias von Bechtolsheim |
HEIMAT, Berlin |
Managing Director |
Maik Richter |
HEIMAT, Berlin |
Managing Director |
Tim Holtkötter |
HEIMAT, Berlin |
Management Supervisor |
Kerstin Heffels |
HEIMAT, Berlin |
Agency Producer |
Jan Fincke |
CZAR, Berlin |
Executive Producer |
Paul Schwabe |
Paul Schwabe |
Post Producion Company |
Andreas Nilson |
CZAR, Berlin |
Director |
Lasse Frank |
CZAR, Berlin |
Cinematographer |
Ben McCambridge |
Cut+Run |
Editor |
Matti Bye |
CZAR, Berlin |
Sound Design |
Write a short summary of what happens in the film
“Sweat It Out” is a wild visual ride into the inside of a everyday man's sweat pore.
As crazy as that sounds, the film depicts a wacky mine worker's group (the "Rubber Cowboys") living inside a man’s body, facing and processing its nerve-wracking everyday problems: Angry, screaming bosses. A loud, annoying TV screen, showing dubious fitness infomercials. A pimpled teenager armed with a guitar, shouting his heart out. All these everyday stress factors are processed by our internal mine workers and run through our sweat pores. Finally, all the anger, stress and noise are distilled into one perfect drop of sweat.
The film cuts to a man working on a personal gardening project.
In silence, the stress-filled drop falls to the ground.
We see relief on our hero's face:
Sweat it out.
Cultural/Context information for the jury
The German DIY-market is extremely competitive – especially when it comes to winning the affection of customers. Therefore, DIY and gardening superstore HORNBACH is always searching for new ways to anticipate social developments and transform them into stories. In today's busy society, loads of stress is vibrating in our customers' bones: The screaming boss. The hours spent in front of screens. All these things are getting to us. All these things we want to get rid of.
But there is hope: All these things will give way - to hard, physical work.
HORNBACH stylizes human sweat as a catharsis, as a deep cleanse from the inside and as a clean slate, triggered by vision and will. A tribute to liberation, only experienced by those who go beyond their limits.
Whatever's bugging us: It will be history. Forgotten in effort. Forgiven in sweat.
In HORNBACH's words: Sweat it out.