Hornbach and HeimatTBWA\ have kicked off their latest campaign with a series of films, shot using a camera constructed entirely from products available at a Hornbach store.
The first film shows a man rowing a small boat across a green sea of tall grass, chased by a shark fin. Viewers only see the team behind the build in the final moment, before they leaves the camera’s viewfinder and the world once again glows in the high-definition golden light of a late summer afternoon.
In the second spot, a human-sized egg is chased by a chicken, which in turn is chased by a rooster, which is chased by a chef, who is chased by a pile of grass. And that’s just the first 10 seconds.
“The idea had been in our heads for a long time, roughly 10 years or so. Now it has become reality, which in turn took another year and a half,” said Hornbach chief creative officer Guido Heffels.
The a project is helmed by international directing collective Glue Society and Berlin production company Tony Petersen Film, with Sydney’s Revolver.
The collaboration culminated in the knowledge that a fully-functioning 35mm film camera the size of a small van could be built solely from the seemingly inexhaustible range available at a Hornbach home improvement store.
“Rarely has a Hornbach campaign combined brand, product and customer so consistently in one. It proves that with passion for a project and Hornbach’s product range, almost anything is possible — reinforcing our ambition to be a partner for the wishes and dreams of makers,” said Hornbach head of international brand Thoman Schnaitmann.
Five young makers from across Europe were invited to bring it to life in front of the camera. Each of them brought specific skills in carpentry, design, CAD technology, metalworking or photography.
The documentary, running over 10 minutes and titled ‘Always Think Too Big,’ told the story of how these talents come into play. The film reveals five characters who grow together, philosophizing about their shared project, and about life, friendship and human existence.
Over the course of a seven-day production near and at the Hornbach Colentina store in Bucharest, the team created an entire suite of films – the documentary, including trailers, teasers, spots featuring the makers, and a photo shoot.
Alongside the main spots, many more films featuring and shot by the makers themselves were compiled into the ‘HORNBACH 5 Minute Film Festival.’
It runs as light entertainment in Hornbach stores, at train stations, and, of course, online. Depending on the country, a selection of the festival’s 10 films will also air on TV.
The campaign will roll out successively across all Hornbach countries.
Client: HORNBACH Baumarkt AG
Chief Marketing Officer: Karsten Kühn
Head of Global Brand Marketing: Thomas Schnaitmann
Client Head of Brand Marketing: Julia Post
Client Brand Manager: Erik Fritsch
Media Company: Mediaplus, Munich
Agency: HeimatTBWA\Germany, Berlin
Head Creative Hornbach: Guido Heffels
Creative Directors: Guido Heffels, Luis Jaehner, Christofer Kuemmerer
Art Direction: Sophie Kearney, Jared Leistner
Head of Production for Hornbach: Kerstin Heffels
Agency Account Director: Lea Boehm, Peter Hunger
DIY Maker 1: Lucas Devolder
DIY Maker 2: Kelly Begiazi
DIY Maker 3: Tobias Hartmann
DIY Maker 4: Maxim Müller
DIY Maker 5: Rodrigo Sanchez
Director: Glue Society
Director of Photography: Rob Farley
Production Designer: Damien Drew
Technical Supervisor: Simon Ingerson – Yippee Ki-Yay
Production Company: TPF x Revolver
Managing Partner & Executive Producer, TPF: Michael Duttenhöfer
Managing Director / Co-Owner, Revolver: Michael Ritchie
Executive Producer Revolver: Jasmin Helliar
Producer TPF: Florian von der Heydt
1st AD: Mario Sirbu
Editor: David Gesslbauer
Editor: Simon Klinkertz
Colorist: Imri Agmon
Concept Artist: Dean Mortensen
VFX: KATALYST, Berlin
Composer: Supreme Music
Sound Design: David Arnold
Sound Studio: Fridge Audio, Berlin
Service Company: Icon Films, Bukarest
Producer Icon: Andra Pandelescu
Production Manager Icon: Elena Tibichi
Production Coordinator Icon: Anamaria Gherghe
Casting Director: Troeber Casting & Streets Casting
Art Director: Serban Porupca
Wardrobe: Ina Isbasescu / Maker‘s Own
Additional Proof of Concept Team:
Camera Testing / Model Maker: Simon Ingerson – Yippee Ki-Yay
Camera Testing / Technical Assistance: Leith Greig
Editor: Luke Crethar
Test DoP: Jeremy Rouse
