The first DIY store to claim a sensual experience. In a pan-European campaign, HORNBACH brings the feeling of losing yourself in the smell of spring in your own garden to every corner of every major city. Absurd photography make smell a tactile experience. Visualizing the almost gravitational attraction and playfulness of spring’s exceptional scent with toy-like poses and an inhaling so intense that our protagonists’ heads are immersed in the plants of the garden.

Bright, deep green and strong colors were chosen. Creating a longing for the lost feeling of the smell of spring in a world of concrete that is disconnected with the scent of the real world. The absurd but playful photography was chosen to revive the lost feeling of being wholly immersed in something you truly adore. The art direction thus bringing the feeling of losing yourself in the smell of spring in your own garden to every corner of every major city.