HORNBACH

Everywhere Can Be A Garden.

In a time when the yearning for gardens has never been stronger, the conditions to cultivate them seem more challenging than ever: sealed cities, cramped apartments, pollution, and years-long waiting lists for garden plots make owning a garden seem impossible. This is not just a problem for people's mental well-being but a looming disaster for cities, which can only thrive through more green spaces. So, how can HORNBACH help?

The idea: When the city no longer offers space for the traditional garden, we must redefine what a garden can be—and where it can exist. With creativity and fresh thinking, we might find opportunities to garden in places we never imagined. With the right perspective and a bit of courage, we believe: Everywhere Can Be A Garden.

HORNBACH brought this vision to life through the campaign Everywhere Can Be A Garden. We launched it in the most unlikely of places — on a 1250 m² grey façade of a building, located at one of Vienna’s busiest and most CO2-polluted traffic junctions. In just nine days, a team of landscape gardeners, stage designers, and 4500 plants transformed the space into a giant vertical garden. This green oasis became both a breath of fresh air for the city and a monumental billboard, demonstrating that even the most neglected urban spaces can be transformed into vibrant gardens.

The campaign expanded into other unexpected urban locations. From underground subway stations in Berlin (Bundestag station) to abandoned cars, weathered advertising pillars, photo booths, skate ledges, and even discarded electric cookers on the streets of Neukölln — each location was transformed into a garden, showing that no space is too small or too forgotten to be green.

This experiential campaign left a lasting impression, bringing the message “Everywhere can be a garden” to life in new and exciting ways. My role in the project included selecting the plants and flowers, overseeing the OOH (Out-of-Home) decorations, capturing the images for social media content, and animating all kinds of display ads, dOOH, and social assets to bring the campaign's message to life across multiple digital touchpoints.

With Everywhere Can Be A Garden, HORNBACH proved that green spaces don’t just belong in the countryside — they can thrive anywhere, even in the heart of the city.

Client: HORNBACH
Creative Agency: HEIMAT Berlin
CCO: Guido Heffels, Matthias Storath
Creative Direction: Marlon Fischer
DOP: Jonas Schubert
Photographer: Nils Strehlow
Production Company: Liesel Berlin
Sound Design: Loft Berlin
My Role: Art Director & Motion Designer
Year: 2021