HORNBACH Kicks off DIY Season Encouraging You to Feel like a Kid Again

In collaboration with HeimatTBWA\ Berlin, HORNBACH kicks off the most important season of the year for the home improvement and gardening market—by speaking to those whose biggest passion is finally getting started on their long-awaited spring projects.

In a series of captivating films, running up to 120 seconds, the allegorical spring itself arrives in the form of a massive toy truck. At first, the adults appear almost lethargic, as though being held captive in the last moments of winter in dimly lit rooms. But then, a familiar melody, reminiscent of an ice cream truck jingle, pierces the air, introducing the truck.

Adults surge from their homes like a pack unleashed, chasing the sound into the open, vibrant outdoors. From the oversized toy truck, they eagerly retrieve their cherished tools—held high like hard-earned trophies. United by their shared passion, they revel in an untamed joy that mirrors childhood’s purest exhilaration. This core theme—“Feel like a kid again”—is no coincidence. In times of turmoil and uncertainty, where optimism wavers, reclaiming that playful joy has never been more crucial. The teams at HORNBACH and HeimatTBWA urge adults to rediscover this child-like lightheartedness, ease and excitement. And as the campaign proves, it doesn’t take much to rekindle that spark.

"Deep inside each of us lies a dormant urge for unbridled childlike exuberance," said Guido Heffels, longtime chief creative at HeimatTBWA for HORNBACH." No other brand fulfills this longing quite like HORNBACH—with a wheelbarrow-sized dose of madness in spring."
“With a twinkle in the eye, the campaign perfectly captures the emotions people feel in this important season and reflects the relentless drive of HORNBACH customers. There’s a special, unforgettable kind of happiness - a childlike joy, that comes from creating something with your own hands,” said Thomas Schnaitmann, head of international brand at HORNBACH.

The campaign was brought to life under the direction of Fredrik Bond and captured by Jakob Ihre. Produced by TPF (Tony Petersen Film) & MJZ, with Fritjof Granström designing the larger-than-life set and truck. Composer Asher Kaplan crafted the music, whilst Fridge Audio Berlin handled the immersive sound design.

This gigantic, childlike joy stretches through every element of the campaign, which will be rolled out across nine European countries. Alongside its action-packed TV and online video (OLV) presence, the campaign extends into social media, digital platforms, (D)OOH, and point-of-sale activations—ensuring that the spirit of spring is impossible to miss.