Eurobest

Smashing the Cliches

HEIMAT, Berlin / HORNBACH BAUMARKT / 2017

Film

Overview

Entries

Credits

Overview

Background

Even in our increasingly free world, some stereotypes are still persistent.

For example, that DIY is a man’s thing.

HORNBACH’s answer: Demolition.

In the new film a heroine is smashing outdated images of women.

And thus creates a manifesto for all females of today:

With willpower, vision and the radical beauty of the raw power of creativity.

Smashing the sledgehammer against the ideal the world has of women:

We never said it was easy.

Description

Even in our increasingly free world, some stereotypes are still persistent.

For example, that DIY is a man’s thing.

HORNBACH’s answer: Demolition.

In the new film a heroine is smashing outdated images of women.

And thus creates a manifesto for all females of today:

With willpower, vision and the radical beauty of the raw power of creativity.

Smashing the sledgehammer against the ideal the world has of women:

We never said it was easy.

Execution

The TVC shows stereotypes getting shattered.

In the truest meaning of the word.

A woman with a sledgehammer against traditional ideals and clichés.

Visualized by statues getting smashed spectacularly.

At the end, not only the statues have to bite the dust, but also a wall in the project.

Hard work that is summarized in the claim „We never said it was easy.“

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