Hornbach has unveiled a mesmerizing exploration into the world of confined spaces, where every aspect of life unfolds within a single square meter. This visionary concept, brought to life by HeimatTBWA, challenges viewers to imagine an entire existence within such tight confines—a compelling narrative that resonates deeply amid today's pervasive housing challenges.

"Every square meter deserves to be the best in the world."

In the gripping 60-second film, we witness the protagonist navigate a labyrinthine microcosm of creativity and resourcefulness. From waking in a compact domain to crafting pottery under a slanted roof, each scene unfolds like a surreal odyssey through a miniature wonderland. The ad, a response to the escalating cost-of-living crisis, celebrates the boundless potential that a mere square meter can encompass—an endless space for innovation and expression.

Hornbach's distinctive grit and Heimat's nuanced storytelling converge seamlessly, embodying a DIY ethos that embraces imperfection and spontaneity. This isn't the realm of pristine Scandinavian designs; instead, Hornbach cultivates a raw, organic aesthetic—rooted, untamed, and wonderfully imperfect. According to Thomas Schnaitmann, Hornbach's head of international brand, the aim is to inspire individuals to reimagine and transform their living spaces, especially in regions where affordable housing is increasingly scarce.

Director Steve Rogers and set designer Steven Jones-Evans bring this vision to life with meticulous craftsmanship, creating a tactile and immersive world entirely by hand. The result is a visual feast where each scene unfolds like a rich tapestry of lived experiences, inviting viewers to explore layers of creativity and ingenuity within confined spaces.

Beyond the film, Hornbach's campaign extends to a multi-faceted artistic endeavor across Europe. Actual square-meter artworks from eight countries are showcased, each bearing evocative names like "The Square Farm" and "BBQ Tower," offering further narratives of innovation and inspiration. Supported by a robust rollout including out-of-home, radio, and digital promotions, the campaign underscores Hornbach's commitment to celebrating the limitless potential found within every square meter—a poignant message in today's world of spatial constraints and creative resilience.

AWARDS
Cannes Lions 2024
- Film Craft Grand Prix
- 2 Gold and 1 Silver in Film Craft

CREDITS
Creative Agency: HeimatTBWA, Berlin.
Media Agency: Mediaplus.
Film Production: TPF Berlin.
Producers: Michael Duttenhöfer, Florian von der Heydt.
Director: Steve Rogers.
Music Composition: Benjamin Woodgates, LELAND Music, London.
Music Supervision: Ed Bailie, LELAND Music, London.
Sound Design: David Arnold, LOFT Berlin.

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