Cannes Lions

HORNBACH "Biodiversity starts in your garden."

HEIMAT, Berlin / HORNBACH BAUMARKT / 2020

Awards:

1 Shortlisted Cannes Lions
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Overview

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Overview

Background

HORNBACH approaches the omnipresent issue of insect mortality and shows what helps against it in its spring 2020 campaign: sex. In the spot, copulatinginsects instead of admonishing words open up a new perspective on a problem that everyone can tackle. Because even a natural garden helps - created with the help of HORNBACH's product range. In this habitat, insects of all kinds find shelter, reproduce and the next generation grows up. Or as HORNBACH says: "Biodiversity starts in your garden.”

Idea

The problem of insect mortality is well known and so HORNBACH is staging its solution: anyone can create a habitat for them. And even, and especially, in their own gardens. Thanks to HORNBACH's product range, the place where people already feel at home can also become an oasis of well-being for insects, where they live - and also reproduce. In line with the campaign: "Biodiversity starts in your garden."

Strategy

HORNBACH shows what helps to combat insect mortality: sex. In this spot, copulating insects instead of admonishing words open up a new perspective on a problem that everyone can tackle. The typical target group of DIY stores are home improver of all levels who keep their house and garden in good shape. With this campaign, maintaining the garden becomes a mission that everyone can be a part of. Because after all, even a near-natural garden can help the insects - created with the help of the huge product range of every HORNBACH store. In this habitat, insects of all kinds find shelter, reproduce, and the next generation grows up. Or as HORNBACH says: "Biodiversity starts in your garden."

Execution

The campaign addresses insect mortality in a way that has not been seen before. The spot, which ran on TV for two periods, and the prints show with a wink what helps against it: sex. Copulating insects as a call to create a natural garden. How this can be created is shown on the accompanying microsite with projects and products. The social media measures and online banners also lead there. As a downstream ambient measure, seed bags were distributed to actively support the call of the campaign: “Biodiversity starts in your garden.”

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