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2017 ADC Awards - Advertising

You're Alive- Do You Remember?

Agency HEIMAT / Berlin + PARTIZAN GmbH / Berlin + LOFT Studios GmbH / Berlin

Client HORNBACH
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Annual ID

ADC_ADV17029B

About the Work

In a plain world, ruled by computers and smartphones, people easily forget about their childlike behavior and curiosity. Looking for likes and emojis, people are about to lose their emotions. HORNBACH has been the quintessence of the authentic, physical experience of building & gardening for years now. So we wanted to remind the people about the almost forgotten memories, working on a project:A DIY enthusiasts is about to start his project. As he starts, he is burly naked and dives off a cliff into all sorts of materials - a metaphor for rediscovering his passion for life through some invigorating outdoor project and materials. He achieves a therapeutic satisfaction. A sadomasochistic relationship between pain and pleasure; although it looks uncomfortable, it feels pleasurable. Combining the sensual tonality of a Day Spa with the physical chaos, roughness, dirt, grime and sweat of DIY culture fuels the comedy.