Daring new campaign for Hornbach centered on work clothes

Cristina Blanaru Ads, Creativity

Hornbach, one of the main building materials and gardening retailers in Europe and Romania, launched a new ad campaign, bringing in the spotlight the clear proof of any constructions or bricolage project – the work clothes.

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Dirty, torn apart and with fading colors, the work clothes are used in all sort of projects and became retailer’s image for its spring campaign.Campania HB_4_s

We always noticed, with fascination, how proud are our clients with the projects they’ve made, and especially their passion and vitality that accompanied them in these projects. We received regularly, via our Facebook page, pictures of the people in their used clothes and in the middle of their projects. We understood that the work clothes are important for them, they identify with them when they work. This is what we want to present in our spring campaign and, in the same time, we want to awake the passion to put in practice different home and gardening projects, now, in spring

Mugurel-Horia Rusu,

General Manager Hornbach Romania.

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All those elements represent the foundation of a TVC to reach Romanian TVs and online. The new ad is telling the story of a man whose wife made the mistake to throw away his favorite work pants and who tries to recover them

Hornbach spring campaign is an anti-thesis to the trends of season’s fashion. That is why we can even call it a sustainable campaign. Because handymen love their clothes beyond anything and their work clothes live forever (…) This strong bond between the handyman and his work clothes was highlighting as an extremely relevant clue, although this might seem hard to understand for ordinary people

Guido Heffels,

Creative Director Heimat

According to Hornbach’s representatives, the campaign runs in all countries where the company is active, namely Germany, Romania, Austria, Sweden, Switzerland, Luxembourg, Czech Republic, Netherlands and Slovakia.

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In Romania, the campaign debuted outdoor on March 1st and in social media on March 7th. The TV component is scheduled to start on March 21st. The campaign is also supported with a dedicated web page that users can access and see the stories of some handymen selected by Hornbach from the countries the company is present. An in-store component will complete the campaign.