Hornbach's Handcrafted Ad Inspires the Most Out of Small Spaces

The German retailer's latest quirky campaign includes designs from eight countries

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The cost of living crisis and soaring property prices have made affordable living spaces hard to come by in many countries. German home improvement retailer Hornbach, known for its odd and surreal campaigns from German creative agency HeimatTBWA\, is encouraging shoppers to get creative and make the most of the room they have.

The campaign, titled “Every Square Meter Deserves to Be the Best in the World,” centers on a minute-long film directed by Steve Rogers through production company TDF Berlin. Using entirely handcrafted sets designed by Steven Jones-Evens, the ad follows a man whose home is a series of tiny rooms, including a bedroom that converts into a shower and a dining room just big enough for a table for two, with additional chairs hanging on the walls above.

But the spaces still provide room for fun and creativity, from a vertical mushroom garden to an attic pottery studio.

“This film is the embodiment of the Hornbach brand,” Heimat co-founder Guido Heffels said in a statement. “We’ve built everything by hand, from the bed to the vertical dining room. No special effects, only ideas.”

Hornbach also enlisted artists and designers from eight European countries including Austria, Slovakia and the Netherlands to create their own one-meter spaces, such as a barbecue tower and a square farm. The retailer will reveal these projects starting in mid-September across social and digital media, along with the stories behind the work.

“We want to encourage and inspire people to creatively rethink and design rooms and spaces, both within their own four walls and beyond,” Hornbach head of international brand Thomas Schnaitmann said in a statement. “Particularly in places where affordable living space is becoming scarcer, the number of ideas per square meter needs to be even bigger.”

The campaign will also incorporate out-of-home installations, digital OOH ads, radio spots and events.


Creative agency: HeimatTBWA\
Media agency: Mediaplus
Director: Steve Rogers
Music composition: Benjamin Woodgates, LELAND Music, London
Music supervision: Ed Bailie, LELAND Music, London
Sound design: David Arnold, LOFT Berlin
Film production: TPF Berlin
Producers: Michael Duttenhöfer, Florian von der Heydt