HORNBACH: Smashing the clichés

HORNBACH, a DIY-store chain, launched the Smashing the Clichés campaign in Germany to increase brand relevance.

Campaign details

Brand: HORNBACH Agency: Heimat Werbeagentur GmHB Country: GERMANY

Marketing context

2017 was dominated by one topic: The gender debate. An ideologically poisoned discussion, even in Germany, a country that sees itself as a front-runner in While fundamental changes happen in the world, nothing really happens in the world of DIY. Autumn is the time when HORNBACH's customers all start "hibernating" for the DIY winter. This time, however, HORNBACH broke the media silence of the industry with a campaign that spoke volumes without relying on a single word.

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