Gothic Girl Gets Her Dream Home in New Hornbach Campaign

The DIY chain Hornbach is moving into the second half of the year with the launch of its communications campaign “Say it with your project”, focussing once again on the meaning and significance of a DIY project. DIY projects à la HORNBACH are always tokens of affection and commitment. The sentiment “I love you”, “This is my home” and “I stand by you” are expressed in the handiwork of do-it-yourselfers, accomplished through hard work and dedication on behalf of those they care for.

It is a genuine language unique to all DIYers − one that forms a point of contrast to a world of hollow words and false promises. There is no stronger commitment or deeper expression than that which takes shape in a project built in selfless devotion with one’s own two hands.

The TV advert centres around a father’s powerful affirmation of love for his daughter which he expresses without words. She is a Goth girl − dressed in all black − whose life is that of an outsider in an exaggerated monotone world. With his project, the father sends a powerful statement for all to see, and in doing so, reveals his deep love for his daughter and his rejection of conformity.

“The campaign takes the perspective of a typical HORNBACH customer. Such customers are doers who prefer to let their actions speak louder than words. The message of their handiwork is often much greater and filled with more meaning than what is actually said. The campaign is a call to let actions speak for themselves and to show the significance a DIY project can have,” said Julia Ziegelmann, HORNBACH Brand Communication.

“Beyond the DIY doctrine, there is almost a humanist concern at the heart of the campaign that advocates tolerance for the individual, the nonconformist. The video draws on current social trends,” according to Guido Heffels, Creative Director of HEIMAT.

The empathetic advert was directed by Spanish-born Pep Bosch, while Berlin-based Trigger Happy Productions handled production.

HORNBACH’s main agency HEIMAT, Berlin came up with the idea for the new campaign. As usual, CROSSMEDIA Düsseldorf was responsible for media planning. The TV advert can be seen on air in Germany from 30 August. Online measures and print adverts in consumer magazines and the newspaper Bild am Sonntag will appear beginning in early September. 

The campaign will launch at the same time in Austria, Luxembourg, the Czech Republic, the Netherlands and Slovakia.