HORNBACH and HeimatTBWA\ Enchant on 1 Square Metre

The HORNBACH Autumn campaign is all about the square metre, the increasingly valuable and scarce unit of measurement in human coexistence. "Every square metre deserves to be the best in the world." is the corresponding core message, which we will encounter in many forms over the coming weeks and months. The campaign was conceived and produced by regular contributor HeimatTBWA\.

The campaign kicks off with the enchanting story of a man who lives his life in a world of square-metre rooms. But, what may sound cramped turns out to be a demonstration of infinite possibilities available even in the smallest of spaces. What can't happen in floor space must then happen in height. "This film is the incarnation of the HORNBACH brand. Everything is built entirely by hand, from the bed to the vertical dining room. No special effects, just ideas." said Guido Heffels, HeimatTBWA\, the creative behind more than two decades of HORNBACH communications. The work was produced by TPF, Berlin and directed by Steve Rogers. The impressive set design was done by Steven Jones-Evans. Daniel Landin was responsible for the camera work.

This magic, typical of HORNBACH, is also reflected in a large number of genuine square metre projects which will be published successively from mid-September onwards. In true HORNBACH style, they redefine the limits of what is possible with ingenuity and creativity in the smallest of spaces. Titles such as ‘Walkable Cloud’, ‘BBQ Tower’ or ‘Memory Room’ give an idea of what has been developed and built by local creatives and designers from Germany, Austria, Switzerland, Sweden, the Czech Republic, Slovakia, Romania and the Netherlands. The stories about the square metres and their builders, some of whom are prominent, are told via a wide variety of content on social and digital. 

"We want to encourage people to rethink and redesign spaces creatively, both within their own four walls and beyond," said Thomas Schnaitmann, head of international brand at HORNBACH. "And especially where affordable living space is becoming scarcer, the ideas per square metre simply have to get bigger."

Of course, the campaign also takes a variety of other forms. This goes from digital OoH to radio to events, which are gradually integrated into the campaign. As always, it will be interesting to see how deeply and broadly HORNBACH plays out the theme.