Germany says “refugees welcome” – and so does German brand communication

In their Autumn campaign for DIY store Hornbach, our client Heimat has picked up a burning political issue. The Hornbach slogan, “There is alway…

In their Autumn campaign for DIY store Hornbach, our client Heimat has picked up a burning political issue. The Hornbach slogan, “There is always something to work on” is now being transformed into a call for international and cultural understanding. Germany’s immediate pressing challenge at the moment is the integration of thousands of refugees. So Heimat’s campaign is really hitting the nail on the head.
The campaign’s key element, a 1 minute TV spot, shows people from all over the globe building a house without communicating with one another – a venture obviously bound to fail, until they learn to collaborate. (Direction: Pep Bosch; Production: Trigger Happy, Music: Thomas Berlin)

TV campaign “Es gibt immer was zu tun”

It will speak strongly to all of those trying to encourage cultural understanding in Germany. Still the TV campaign along with other European-wide advertising activities is not meant to be explicitly political or social. Guido Heffels, Creative Director and founder of Heimat points out: “We stayed true to the brand. No kitsch, nothing sappy. In conveying the overriding message, the narrative is rather witty and charming”.

This message – something on the lines of: Let’s re-build the world as a better place through solidarity, energy and a fair dose of humor – is spread over a variety of channels. For example an outdoor campaign on busy construction sites with huge branded banners.

“Pavel, Ranjid, Mesut and Manfred. The United Nations at work.”

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“7000 languages – but only one way to bang a nail into the wall.”

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“If 16 nations are working on this site, this is possible everywhere else in the world.”

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Or just: “The world is your home. Time to renovate.”

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The next big thing in the pipeline of Heimat and Hornbach has been announced as “The Global Flag Project”. The big secret behind it has not yet been revealed by Guido Heffels. But anyways – We’re looking forward to more creative excellence.

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