Bestads Best TV / Film of the Week: Hornbach’s “A Stupid, Useless Board” via HeimatTBWA, Berlin
Each week Bestadsontv.com [the global arm of Campaign Brief] showcases standout global advertising work as reviewed by a top international creative director or team. This week’s best film is Hornach’s “A Stupid, Useless Board” via HeimatTBWA, Berlin.
The film was selected by this week’s guest judge Laura Paikkari, Executive Creative Director / Partner, TBWA, Helsinki.
Says Paikkari: “Hornbach does beautiful advertising and this one is no exception. A story starring a useless board is nothing but wooden. This film is a lovely showcase of creativity, inspiring to endless creativity. So on brand. And the craft, oh the craft!”
The European home improvement retailer Hornbach and its long-standing agency partner HeimatTBWA have launched a campaign to kick off the season. At first glance, it seems almost classic, yet it is anything but. Because it’s not primarily about a DIY project, but about appreciating a simple piece of material. In this campaign’s case , it’s a board—”a stupid, useless board,” as the narrator describes it with a dismissive tone. A leftover, usually discarded without a second thought. The campaign film highlights the sheer endless potential that lies in such a scrap of wood. Because in the hands of real DIYers, a piece of wood can be anything: a fence, a swing, a toilet seat, flooring, or a toothpick. Or you can just chew on it. The only limit is your imagination.
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