HORNBACH

Come To Hornbach Before …

Every spring, HORNBACH creates unique, emotionally charged campaigns that resonate deeply with their audience, setting them apart from the competition. In spring 2022, the focus was on a fundamental theme: responsibility. A garden thrives on care — consistent, sustainable care, ideally supported by HORNBACH products.

But instead of taking a serious or didactic approach, HORNBACH embraced an anarchic and wildly creative idea. Neglected and overgrown plants were brought to life as rebellious characters — punks of the suburban garden scene — unpredictable, chaotic, and bent on destruction. These unruly plants became a metaphor for what happens when a garden is left uncared for: it spirals out of control and wreaks havoc. Their only solution? The gardening expertise of HORNBACH.

The campaign’s centerpiece is a two-and-a-half-minute road movie that’s as thrilling as it is hilarious. The rebellious plants, fed up with their neglected state, embark on an epic journey to paradise—otherwise known as HORNBACH. After commandeering a car, they leave a trail of chaos in their wake, from illegal street races to vomiting bushes.

This madcap adventure showcases the consequences of neglect and delivers a clear message: If you want to avoid trouble with your garden, HORNBACH is the place to go.

Through its inventive storytelling and unforgettable characters, the campaign captured the spirit of spring gardening like only HORNBACH can, proving once again why they’re the go-to destination for anyone who takes their garden seriously — or not!

Client: HORNBACH
Creative Agency: HEIMAT Berlin
CCO: Guido Heffels, Matthias Storath
Creative Direction: Guido Heffels, Marlon Fischer
DOP: Moritz Merkel
My Role: Art Direction & Design
Production Agency: Stink Berlin / Traktor
Postproduction / VFX: Katalyst
Music: Finger Music
Sound Design: Loft Studios
My Role: Art Director & Motion Designer
Year: 2022