DAS HANDWERK "SO? WHAT DID YOU DO TODAY?"

TitleDAS HANDWERK "SO? WHAT DID YOU DO TODAY?"
BrandDAS HANDWERK
Product/ServiceIMAGE FILM
Category D04. Brand / Product Video
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Production BIGFISH FILMPRODUKTION Berlin, GERMANY
Credits
Name Company Position
Guido Heffels HEIMAT, Berlin Chief Creative Officer
Matthias Storath HEIMAT, Berlin Chief Creative Officer
Stephen Quell HEIMAT, Berlin Creative Director
Ursel Barwinski HEIMAT, Berlin Art Director
Johanna Schmidt HEIMAT, Berlin Art Director
Matthias von Bechtolsheim HEIMAT, Berlin Managing Director
Sabrina Schwigon HEIMAT, Berlin Account Director
Anne Kammeier HEIMAT, Berlin Account Director
Roman Jud HEIMAT, Berlin Managing Director
Meike Kornrumpf HEIMAT, Berlin Agency Producer
Frank Siegl BigFish, Berlin Executive Producer
Spencer Dodd the sweetshop Executive Producer
Jakob Rühle BigFish, Berlin Producer
Neil Reynolds Candy Mountain Gmbh Post Producion Company
Kristin Geyer BigFish, Berlin Post Producion
Tore Frandsen the sweetshop Director
Anders Jon Peterson the sweetshop Editor
Hannibal Lang Bacon X Film Grading
Kaspar Wind the sweetshop Director of Photography
Steve Summersgill the sweetshop Production Design

Background

Das Handwerk – the German representative of all craftsmen jobs – has the mission to recruite young people for a career in a craftsmen job and to show Germany how important craftsmen jobs are. This year the focus is on the satisfaction you will get when you are a craftmen. You help people, you achieve something, you solve problems, you are a hero every day. The contrast of what you achieve with an office job. To stress this fact we ask the target audience and the rest of Germany with a commercial what they have done today. And the answer can only be: as a craftsman I am proud. All the others will make up their own minds.

Describe the strategy

The commercial deals with the iconic pictures of Western movies. A lonesome hero, fearless. But it transforms it into a timeless peace of entertainment, packed with visual quotes. From suspense to exorcism to happy end. The music plays a significant role as it is the red line of the commercial.

Describe the execution

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List the results

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