HORNBACH

The Square Meter

Every square metre deserves to be the best in the world. — that’s the heart of HORNBACH’s autumn campaign. This campaign celebrates the square metre as a symbol of creativity and possibility in a world where space is becoming increasingly scarce and valuable. While the average living space in Germany in 2022 was a generous 65 square metres for homeowners and 48 square metres for renters, the campaign asks: What if even the smallest space could be transformed into something remarkable?

The campaign highlights bold, creative projects that redefine what’s possible within a single square metre. Through TV spots, online content, and social media stories, HORNBACH showcases real projects and the people behind them, spanning eight European countries. A dedicated landing page ties these inspiring stories together, showing the endless potential of even the smallest spaces.

In response to rising rents and shrinking housing availability, HORNBACH aims to empower DIY enthusiasts with a bold message: Every square metre has infinite possibilities. To prove this, the campaign reimagines the square metre in every medium. A film transforms it into the foundation of a compact house. Urban floor stickers carry motivational messages, while newspaper inserts become giant design manifestos.

The highlight? An online series featuring eight artists who created ambitious projects on a single square metre — from the smallest festival in the world to a water purification system capable of supplying thousands of litres of drinking water. HORNBACH’s message is clear: With creativity and the right tools, even the smallest space can achieve greatness.

CREDITS
Client: HORNBACH
Creative Agency: HeimatTBWA\Berlin
CCO: Guido Heffels, Matthias Storath
CD: Guido Heffels, Luis Jähner, Christofer Kümmerer
DOP: Steve Rogers, Jens Wirtzfeld
Production: Tony Petersen Film / Revolver
Music Composition: LELAND Music
Sound Design: LOFT Berlin
My Role: Art Director & Motion Designer
Year: 2023