HORNBACH "SWEAT IT OUT."

TitleHORNBACH "SWEAT IT OUT."
BrandHORNBACH BAUMARKT AG
Product/ServiceRETAIL / IMAGE
Category A06. Retail
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Media Placement MEDIAPLUS Munich, GERMANY
Production CZAR Berlin, GERMANY
Credits
Name Company Position
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, 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.