BERLIN, GERMANY – Using copulating insects to get DIYers excited about spring and garden projects – only HORNBACH and its lead agency HEIMAT could manage something like that. The home improvement superstore’s new spring campaign features the slogan “Biodiversity starts in your garden”, and shows that you can create a garden where also insects feel comfortable and enjoy themselves.
In the commercial from HORNBACH, we see passionate insects copulating – only to notice in the end that all the animals are in the garden of the protagonist’s home.
For many years, HORNBACH has been working on enabling its customers to enjoy gardening that is as close to nature as possible. At the same time, the company is aware of the responsibility that a home improvement superstore with such a huge assortment owns.
Yes, there are products which are necessary for the right projects yet can pose a strain on the environment. Despite this, the company would like to offer many environmentally friendly products as alternatives and show all that is possible today with HORNBACH.
“Our assortment is being continually reviewed and expanded – also in regard to nature. It’s important to us that the customer has a huge selection and feels well advised for each of their projects without a moralizing undertone,” says Thomas Schnaitmann, who is responsible for HORNBACH’s brand activities. This can also be seen in the campaign’s supporting website, which presents a huge selection of garden projects that bring customers closer to nature.
It was important to the creative agency HEIMAT to approach the urgent topic in a positive way, without the current apocalyptic attitude. “A new consciousness is not created by dogmatic thinking, paired with a drab mood. Those who want to make a difference must inspire,” says Guido Heffels, Chief Creative Officer at HEIMAT.
The result is an extraordinary commercial, under the direction of Hauke Hilberg and in collaboration with CZAR Film GmbH from Berlin.
The catchy song “I love the outdoors” was written by Jill Jackson and Seymour Miller and interpreted by Dora Hall.
The campaign’s film is supported by three print motifs which respectively show copulating bugs, millipedes and dragonflies. The photo-realistic motifs were created by Illusion CGI Studio.
